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Amcor has joined the Digital Watermarks Initiative HolyGrail 2.0, which brings together more than 85 companies and organisations across the packaging value chain, including key customers and industry peers.

Other major companies involved in the project include the Coca-Cola Company, Constantia Flexibles, Danone, Dow, General Mills, GS1 in Europe, Johnson & Johnson, Kellogg, Mondelēz, Nestlé, Procter & Gamble, Tetra Pak, and many more.

HolyGrail 2.0 is a pilot project facilitated by AIM, the European Brands Association. It aims to prove the viability of digital watermarking technologies for accurate sorting and, consequently, higher-quality recycling.

The project also aims to demonstrate the business case for digital watermarking at scale. It builds on initial research by Amcor’s partner, the Ellen MacArthur Foundation, into innovations to improve post-consumer recycling.

Amcor CCO Peter Konieczny said collaboration is a vital pathway for finding solutions, which is why Amcor lends its expertise to projects such as HolyGrail 2.0.

“This initiative is a clear example of how innovative technology and participation from stakeholders across the full value chain has the potential to improve recycling globally and protect the environment,” Konieczny said.

HolyGrail 2.0 and other pilot projects are important in ensuring that recyclable packaging developed in the industry is retained in the value chain and can be reused for future products and kept out of the natural environment.

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