Barcodes are seen on a package in London August 27, 2015. Growing demand for more information about the products we buy could mean the end of the simple barcode - the blocks of black and white stripes that adorn most objects for sale and are scanned five billion times a day. But shoppers are now demanding far greater transparency about products, and store owners need more information to help with stock taking, product recalls and to fight fakes. The basic barcode is just not up to the job. To match Insight RETAIL-CONSUMERS/BARCODES Picture taken August 27, 2015. REUTERS/Russell Boyce