It seems to be some proprietary format.
It's not standard format because none of the barcode readers I tried seem to recognise it.
Looking at the lines, it is a UPC code but they probably made some small changes so that the barcodes cannot be read with standard UPC readers.
For example, if the contents of the barcode is made in such a way that it always fails the parity check, then it will never be accepted by a standard reader.
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