Greyparrot has announced a strategic collaboration with Kenvue, which will explore ways to advance packaging circularity across the latter’s product portfolio.
Consumer goods giant Kenvue will leverage the waste intelligence player’s Deepnest platform to analyse and validate how its packaging performs within commercial recycling facilities across the UK and US.
‘Beyond aspirational guidelines’
“To help achieve our circular packaging goals, we must move beyond aspirational guidelines and embrace real-world evidence,” commented David Lickstein, global head, packaging innovation, sustainability, and experience, Kenvue.
“Our partnership with Greyparrot and the integration of Deepnest represents a fundamental shift in how we approach sustainable packaging. AI-driven waste intelligence allows us to go beyond simple tracking and into advanced scenario modelling, helping us identify the most impactful design changes and implement innovative solutions across our global portfolio faster and more cost-effectively than ever before.”
Increased legislation
The collaboration comes as tightening regulations, including the European Union’s Packaging and Packaging Waste Regulation (PPWR) and Extended Producer Responsibility (EPR) legislation put more focus on operational recovery and recyclability, rather than theoretical ‘design-for-recycling‘ models.
The use of Deepnest will provide Kenvue with a digital twin of real-world recycling systems, enabling it to quantify sortation and processability performance, identify design optimisation, and model ‘what-if’ scenarios.
“Data is the ultimate catalyst for change in the sustainable packaging landscape, and AI has provided the means to deliver those insights at a truly global scale,” added Yaseed Chaumoo, managing director of Deepnest by Greyparrot.
“This collaboration with Kenvue represents a significant step beyond waste tracking; it’s about utilising Deepnest’s predictive capabilities to model real-world recovery scenarios. By doing so, we are empowering Kenvue to make actionable, data-led design changes quicker and more cost-effectively than ever before, accelerating the transition to a truly circular economy.”
Other consumer brands using Greyparrot’s technology include L’Oréal Groupe, Unilever and McDonald’s. Read more here.
