Mondelēz International has collaborated with AIM – the European Brands Association – to trial digital watermarks with the goal of enhancing packaging recycling strategies in Europe.
In addition, drawing together other European companies and organizations, the cross-value chain initiative called HolyGrail 2.0, has witnessed the launch of an industrial pilot. This focusses to evaluate that whether the technology could help in improved sorting, and more efficacious and higher-quality recycling for packaging in the EU.
Digital watermarks are indiscernible codes on consumer goods packaging, which can depict information including type of plastics utilized and composition for multilayer objects.
The target is that the digital watermark is identified and deciphered by a standard high-resolution camera on a waste sorting line, which is then capable of sorting the packaging into the appropriate streams.
Mondelēz states that the partnership forms part of its attempt to smoothly accomplish its aim for zero-net waste packaging by the end of 2025.
As per the reports, the company is looking forward to achieve this objective by assisting industry alliances and public-private collaborations to enhance recycling infrastructure and formulate a circular economy.
Michael Stumpf, Europe RDQ packaging sustainability manager at Mondelēz International declared- “We are thrilled to be joining this avant-garde pilot. HolyGrail 2.0 is an advanced step towards our target of zero-net waste packaging by 2025 end.
He further informed- “We want to eliminate obstacles to recycling efficacy and feel that when business amalgamates under a common ambition we can fabricate pragmatic and positive influences at a large scale for the betterment of people as well as for the planet.”