Kenvue, the consumer health company behind brands including Neutrogena, Listerine and Johnson’s, has partnered with Greyparrot to use artificial intelligence (AI) and recycling data to support the development of circular packaging systems.
The collaboration will see Kenvue use Greyparrot’s Deepnest platform to assess how packaging performs in real world recycling facilities in the UK and US. The system analyses waste streams and identifies packaging components that can affect sorting and recovery rates.
According to Greyparrot, the technology can identify elements such as pumps, labels and other packaging features that may reduce detection during recycling processes. The platform can also model the potential financial effects of Extended Producer Responsibility fees linked to packaging design changes before physical prototypes are produced.
‘Ultimate catalyst’
Yaseed Chaumoo, managing director of Deepnest by Greyparrot, said: “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.
“This collaboration represents a significant step beyond waste tracking; it’s about utilizing Deepnest’s predictive capabilities to model real-world recovery scenarios.”
The companies said the approach is intended to help packaging teams understand how different material choices and formats perform across varying recycling infrastructures.
‘Real-world evidence’
Greyparrot’s technology is also used by companies including L’Oréal Groupe, Unilever and McDonald’s.
David Lickstein, global head of packaging innovation, sustainability and experience, at Kenvue, said: “To help achieve our circular packaging goals, we must move beyond aspirational guidelines and embrace real-world evidence. 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 modeling, helping us identify the most impactful design changes and implement innovative solutions across our global portfolio faster and more cost-effectively than ever before.”
