Kenvue has entered a strategic collaboration with Greyparrot to improve packaging circularity across its product portfolio.

The company will use Greyparrot’s Deepnest platform to analyse how its packaging performs inside commercial recycling facilities in the UK and US.

Moving Beyond Design-for-Recycling Claims

Kenvue said the partnership marks a shift away from theoretical recyclability guidelines toward real-world recycling evidence.

Deepnest will help the company evaluate:

• sortation performance
• processability
• recovery rates
• packaging design weaknesses
• material and component impacts

Why AI Matters

Greyparrot’s platform creates a digital twin of recycling systems, allowing Kenvue to test “what-if” scenarios before making physical packaging changes.

This can help assess how changes to:

• labels
• materials
• pumps
• transparency
• packaging shape

may affect recycling outcomes and EPR-related costs.

Regulation Is Driving Change

The collaboration comes as PPWR and EPR rules increase pressure on brands to prove packaging is recyclable in real systems, not just theoretically recyclable.

Industry Insight

This partnership reflects a wider shift in sustainable packaging: brands now need measurable recycling data to support circularity claims.

AI waste intelligence may become a key tool for packaging teams trying to reduce compliance risk and improve real-world recovery performance.

Last Updated on 01/06/2026 by Jota Machinery