ARTICLE UPDATED IN JUNE 2022

One of the challenges to achieving a circular economy for packaging is accurately identifying and sorting post-consumer waste. Many consumers are concerned about global warming and plastic pollution. They want to participate in recycling but often struggle to understand on-pack recycling information.

For consumers, it can be difficult to know which packaging is recyclable and which is not, and into which recycling stream they can deposit different packs after use. The HolyGrail initiative aims to make recycling easier by taking the burden off consumers and making sorting for recycling easier to automate.

How does the HolyGrail 2.0 concept work? First the packaging is printed with digital watermarks, each the size of a postage stamp. These digital watermarks cover the pack but are invisible to the human eye and are applied directly within the packaging’s artwork without special inks. Once the pack arrives at a waste sorting center, a high-resolution camera reads the watermark and sorts the packaging into its correct recycling stream.

A successful prototype

In September 2021, HolyGrail 2.0 reached its first milestone with the successful validation of the project's first prototype of a detection unit for use in sorting facilities. The prototype, which combines the digital watermark technology and NIR/VIS infrared detection for sorting packaging waste, achieved a >95% accuracy rate. This sorter is now ready for the next phase of testing. It will be installed in Copenhagen to start semi-industrial tests with around 125,000 pieces of packaging representing up to 260 different stock-keeping units (SKUs).

Another significant milestone towards industrial development has been reached in April 2022, with the validation of the prototype detection unit for digital watermarks. After this successful completion of the semi-industrial trials which determine the technology’s reliability over time, brand owners and retailers who are part of the project can now introduce a selection of flexible and rigid packaging with the digital watermarks into the consumer market.

Quality recycling starts with quality sorting

The technology will increase accuracy of sorting and can be used, for example, to separate different types of plastics or even distinguish food packaging vs. non-food packaging. According to our project partner CEFLEX, the technology can “provide a significant improvement in sorted bale quality for recyclers, as in addition to the main polymer, it should ultimately be possible to specify exactly what is in the bale; such as levels of additives, other materials, inks etc.”

Digital watermarks also provide opportunities for consumer engagement. Consumers can use their smartphone to find details about the packaging and how to recycle it, which can contribute to higher recycling rates. And brand owners can use the digital watermarks as an engagement tool, providing information about their product.

We are focused on developing all our packaging to be recyclable or reusable by 2025. And improving waste sorting will result in higher volumes of packaging material actually being recycled as well as higher quality recyclates, which benefits the complete value chain.

The HolyGrail 2.0 initiative is open to stakeholders from across the entire packaging value chain. We’re looking for brands and retailers to partner with for the next phase of in-market testing.

If you wish to take part in the next phase of the testing, we can offer you:

• a dedicated team: an Amcor project team coordinates the whole process and manages discussions and trials;

• a flexible process: We use specialized, selected partners tailored to your product;

• facilitated relations: our close relationship with the HolyGrail organization, digital watermark providers (including Digimarc), pre-media houses, recyclers and machine suppliers results in a seamless experience;

• industry partnerships through our relationships with organizations like The Ellen MacArthur Foundation and CEFLEX.

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*Digital Watermarks Initiative HolyGrail 2.0. Driven by AIM–European Brands Association, powered by the Alliance to End Plastic Waste