US-based automatic recognition technologies providerDigimarc has launched its new barcode for thermal labels.

The company claims that cashiers will be able to scan the retail thermal labels, even if they are ripped, creased, smudged or damaged.

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The Digimarc barcode for thermal labels also encodes GS1 Application Identifiers (AIs) for fresh foods, enabling retailers to dynamically adjust pricing for soon-to-be-expired produce or sell them at a discount, instead of discarding them as a shrink.

“The new barcode addresses these issues by making scanning easier for the cashiers and improving checkout times at the registers.”

Digimarc chief executive officer Bruce Davis said: “The recent Harris Poll data confirms what the industry has known anecdotally for years, and that’s the inefficiencies of fresh food labels.

“The Digimarc barcode for thermal labels address this problem head-on by providing a seamless and efficient solution from the fresh food counter to the front-of-store at checkout.”

Based in Beaverton, Oregon, Digimarc offers comprehensive solutions in conjunction with leading retail scale and point-of-sale (POS) scanning manufacturers.

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According to the company, retail cashiers find damaged thermal labels difficult to scan because of problems such as wrinkles, moisture or poor placement on food items.

Digimarc claims that the new barcode addresses these issues by making scanning easier for the cashiers and improving checkout times at the registers.