This is idea behind GS1 Digital Link [0], basically QR codes to replace barcodes. The QR code will contain a URL which when scanned provides product information to the consumer.
The format of the URL is defined by the standard, so it can contain the EAN for the POS as well as additional data such as expiry date. Almost all 'barcode' scanners in use today can read QR codes so it just needs a software change on the POS.
An important part of my suggestion was the normalized output, not the advertising data the mfr provides.
The nutrition labels are pretty good (though sometimes the serving size is bogus — that should be normalized by the program). Also the unit cost (price per oz or whatever) is manipulated by the seller or mfr, and that should be usefully normalized too.
