The European Brands Association (AIM) is working to prove the viability of digital watermarking technologies. With the support of brands including PepsiCo, Nestlé and Unilever, the trade association hopes to boost the accuracy of packaging sorting.
This partnership of more than 90 companies is piloting the programme with the intention of increasing the volume of packaging that is properly recycled. In Europe, only 42% of plastic packaging is recycled, according to Plastics Recyclers Europe. To increase that, this imperceptible watermark will appear on a package for detection by high-resolution cameras on waste sorting lines before the information that is stored is decoded and the package is directed into the appropriate waste stream.
One of the most pressing challenges in achieving a circular economy for packaging is to better sort post-consumer waste. Digital watermarks open new possibilities for this. The discovery was made under the New Plastics Economy programme of the Ellen MacArthur Foundation, which investigated ways to improve post-consumer recycling. Digital watermarks were found to be the most promising technology, gathering support among the majority of stakeholders.
The branded goods industry has now stepped in to facilitate the next phase as cross-value chain initiative under the name HolyGrail 2.0.
“It is terrific to see such enthusiasm from across the industry and to be able to unite such expertise from the complete packaging value chain,” said Michelle Gibbons, Director General at AIM.
“Collaboration is the way forward to achieve the EU’s circular economy goals.”
Digital watermarks are imperceptible codes, the size of a postage stamp, on a consumer goods package. Once the package has entered a waste sorting facility, its watermark can be detected and decoded on the sorting line, which can then sort it into corresponding streams. This would result in higher-quality recyclates.
German chemical and consumer goods company Henkel is among those embracing HolyGrail 2.0, with its new Vernel fabric softener product range launched this month in Germany.
“We are constantly exploring new possibilities to enhance the recyclability and sustainability features of our product packaging,” said Dr. Thorsten Leopold, Head of International Packaging Development Home Care at Henkel. “In addition, we promote projects and initatives that aim to drive innovation in packaging development and accelerate the transition to a circular economy.
“We are proud to be among the pioneers for the new digital watermark technology, bringing the concept of the HolyGrail 2.0 project to life and breaking ground to overcome recycling challenges.
“Our Vernel bottles are made from 100% recycled and recyclable PET and are surrounded by a removable sleeve made of a different material.
“Digital watermarking presents a possibility to elude this step. The bottle material could be easily detected and efficiently sorted in the correct material fraction.
“With the pilot project for the latest Vernel range, we want to gain further insights for the implementation and development of the digital watermark technology and assess possible benefits for the recycling of packaging.”
The companies in HolyGrail 2.0
AB Inbev • All4Lables • Alpla • Amcor • APK • Arburg • Arla Foods • Avery Dennison • Beiersdorf • Berry Global • Borealis • Braskem • Ceflex • Citeo • City of Copenhagen • Coca-Cola • Colgate Palmolive • Constantia Flexibles • Dagsam • Danone • Dansk Retursystem • Digimarc • DM Drogerie Markt • Dow • Dr. Oetker • Elif Holding • Elopak • Essity • Expra • Filigrade • FINAT • Foboha • General Mills • Ghent University • Gizeh Verpackungen • Greiner Packaging • GS1 In Europe • Henkel • HL Repro • HTP • Intermat Flexible Packaging • IPL • ITC Packaging • Jabil Packaging Solutions • Janoschka • Johnson & Johnson • Jokey • Kellogg • Kellpo • Kiefel Packaging • Klöckner Pentaplast • Kraft Heinz • Logoplaste • L’Oreal • Miko Pac • Mondelez International • Mondi • Multi-Color Corp / Verstraete • Nestlé • Orkla • Pac Worldwide • Paccor • Pellenc ST • PepsiCo • Plastics Recyclers Europe • Plus Pack • Pöppelmann • Procter & Gamble • Reclay Group • Reifemhauser Group • Rewe Group • Rossmann • Saueressig• Schawk! Juelich • Sick• Siegwerk • Sleever International • Spies Kunstoffe • Stora Enso • Suez • Sulayr Global Service • Tetra Pak • Tomra • Unilever • Vandemoortele • Veolia • Verpa • Viappiani Printing • Wipak • Wrap