Polytag and Xact target gap in market with launch of turnkey digital product passport solution

Polytag, a platform for product level data and connected packaging experiences, and Xact, specialists in product coding and factory systems integration, have announced a partnership to bring to market an integrated, end-to-end digital product passport (DPP) solution.

Implementing a DPP typically requires multiple systems  - a DPP provider, a data management platform, and a coding and marking solution. This often leads to managing separate suppliers and the integration challenges that come with them.

The Polytag–Xact tie up addresses this by combining complementary capabilities within an integrated solution. The companies will offer brands and manufacturers a way to connect live data, compliant inline printing and brand controlled digital experiences.

This comes as DPPs are set to become mandatory under the EU Ecodesign for Sustainable Products Regulation (ESPR), with phased implementation beginning in 2027. Any product placed on the EU market within regulated categories will be required to carry a compliant, scannable data carrier linking to verified product information, creating urgent demand for scalable, reliable and interoperable DPP solutions.

The integration will leverage Polytag’s platform, capable of managing an array of connected product information such as batch, origin, sustainability and product lifecycle information linked to product level QR codes, and Xact’s Control system, which manages coding, marking, validation and ERP linked variable data exchange at scale.

Early retailer trials have highlighted the risks of siloed approaches to DPPs, where printing, data management and digital experiences are handled by separate vendors: dead links, fragmented data or no analytics.

“This collaboration fills the single biggest gap in the market,” says Alice Rackley, CEO at Polytag, pictured above. “Brands don’t want multiple vendors, technical friction or fragmented data. They want one solution, ready to go, that handles printing, data, compliance and consumer experience. Together with Xact, we’re delivering exactly that, and accelerating the shift toward a truly circular economy.”

Ian Aitken, Business Development Manager at Xact, says: “Digital Product Passports are inherently complex: data handling, systems integration, coding and marking, consumer interfaces. Traditionally, that requires three or more providers. This collaboration shows how those elements can be effectively integrated, while still supporting interoperability with wider systems and partners.”

While DPP legislation is the immediate driver, the solution unlocks more than regulatory readiness. The shift toward next-generation barcodes is underway in retail, with major players such as Tesco progressing toward the adoption of QR codes as a replacement for traditional linear barcodes. Embedding batch numbers, best-before dates and other variable data directly into these codes has the potential to optimise supply chains, improve traceability and reduce waste.

Every printed code becomes a direct digital connection between brand and customer – a marketing channel that scales automatically with sales volume. Brands can use DPP pages to: Deliver sustainability and provenance information; Share video and social content; Run competitions and promotions fully controlled by the brand; Enable cross-sell and up-sell journeys; Provide location specific language and content.

As the solution is built on open GS1 standards, it remains compatible with supply chain systems, checkout scanning environments and industrial hardware. Polytag’s GS1 compliant resolver enables location aware content and dynamic digital services, allowing product experiences to adapt based on where and how a code is scanned globally.

2026 RTIH Innovation Awards

DPPs will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.