As retailers prepare for GS1’s Ambition 2027 transition to 2D barcodes at checkout, Mondelēz Italy piloted QR codes powered by GS1 Digital Link at its production site in Italy. Kezzler delivered the consumer experience behind every scan.
Challenge
A practical step toward Ambition 2027
As part of its commitment to the GS1 Ambition 2027 initiative, Mondelēz Italy launched a pilot to understand how GS1 Digital Link could work in a real commercial environment. Specifically, the goal was to evaluate whether a single QR code could support both retail and consumer-facing needs at the same time.
In practice, this meant proving three things. First, the code had to scan reliably at checkout. Next, it had to integrate into existing production lines. Finally, it had to deliver a rich digital experience for consumers through a smartphone scan.
The partnership with Kezzler and the rest of the partners […] was giving us safety to experiment. We were faster with our delivery on the market. We reduced the risks. We were able to actually focus on our core capabilities.
Ralitza Nedkova, Global Master Data Governance Director at Mondelēz International
Solution
A connected digital experience powered by GS1 Digital Link
The pilot ran on existing production lines at Mondelēz’s facility in Capriata d’Orba, using technologies already in place. The GS1-compliant QR code encodes GTIN, batch number, and expiry date. It was printed in the same packaging area as existing variable data. Hence, it required no significant changes to packaging design or production workflows. Alongside this, dedicated production runs tested size, placement, ink selection, and how the packaging material itself affected print quality.
On the consumer side, Kezzler developed the landing page experience that a scan unlocks. This includes nutritional information, packaging disposal guidance, sustainability content through Mondelēz’s Harmony program, and brand messaging. All dynamically connected to the product.
Image source: Mondelēz Italy / GS1 Italy
Results
One QR code for retail checkout and consumer engagement
The pilot produced GS1-compliant QR codes with high print quality and reliable readability, both at retail checkout and on consumer smartphones. In-store tests confirmed that the new codes scanned reliably alongside the traditional barcode on the same pack. This is a key requirement for brands preparing for GS1’s Ambition 2027 transition to 2D barcodes at checkout.
The landing page built by Kezzler turned each pilot pack into a direct digital touchpoint, delivering brand content, product transparency, and sustainability storytelling through a single scan. The pilot also gave the team a clear view of what scaling to full production will involve, as marking technology continues to evolve.
The pilot proved that one standards-based code can serve retail checkout and consumer engagement on the same pack, and showed what it will take to bring that model to full production.
About Mondelēz Italy
Mondelēz International is present in more than 150 countries. Its portfolio spans iconic global brands including Cadbury Dairy Milk, Oreo, Milka, and Toblerone. In Italy, the company employs 900 people across its Milan headquarters, two production plants in Caramagna and Capriata d’Orba, and a nationwide sales network. Its Italian portfolio includes Oro Saiwa, TUC, Cipster, Fonzies, Ritz, Philadelphia, and Mikado — making it a leading player in the Italian food industry.
