The Mānuka Collective launches product with GS1 QR code with Digital Link

The Mānuka Collective, an award-winning producer of premium New Zealand honey, is opting to stay ahead of the transition to next generation 2D barcodes by implementing 2D barcodes for an upcoming product release.

The Mānuka Collective operates a house of brands including 100% Pure New Zealand Honey, Three Peaks, Watson & Son, and several exclusive or customer brands. The collective has a strong commitment to providing traceable and authentic Mānuka products to New Zealand and export markets.

“The Mānuka Collective has had QR traceability codes for years on pack. GS1 2D barcodes takes us further by layering in multi-dimensional data and richer consumer access beyond a single link,” says Sean Goodwin, Chief Executive of The Mānuka Collective (and also Chair of GS1 NZ).

Connecting with consumers

By changing to the GS1 QR with Digital Link international standard, the QR code now has in it the item’s normal GS1 barcode number (=Global Trade Item Number, GTIN) to go ‘beep’ at the point-of-sale in stores which are ready and also a weblink to be ‘scanned’ by honey consumers with their smartphone housing market-specific and campaign-ready content including:

• Regional offers and retailer links
• Recipes and usage inspiration
• Sustainability and authenticity info
• Brand stories and product education.

Real-time communication: Customers get the most relevant, up-to-date information instantly — no need to search online.

The Mānuka Collective can update what sits behind the ‘scan’ anytime preventing costly packaging reprints and broken web links if things change.

“We’re able to share our story and our commitment to transparency, provenance, and verified Mānuka honey authenticity directly from the pack,” says Sean.

The next generation of barcodes

GS1 QR codes with Digital Links are set to replace, over time, the ubiquitous linear GS1 barcodes. As well as the web links, these next generation barcodes can also store useful production data such as batch/lot number, expiry date etc. Peter Stevens, Chief Executive of GS1 New Zealand wants to see New Zealand businesses adopt the technology. “It’s actually great to see the Chair of GS1 NZ leading from the front. We are keen to have as many Kiwi businesses take this step as there are real benefits around productivity, efficiency and consumer engagement.”

Working with retailers and product manufacturers, GS1 NZ is aiming for all retail point-of-sale systems in New Zealand to scan 2D barcodes by the end of 2027.

Want to get started?

GS1 New Zealand has resources and implementation guides available plus practical, hands-on support through a new 2D Starter Programme and free 2D barcode consultations. Our team is here to support you with your 2D barcode journey.