Consumer health company Kenvue has teamed up with Greyparrot, a specialist in AI-powered waste intelligence, to improve circularity in its packaging operations worldwide.
The arrangement will use Greyparrot’s Deepnest system to help Kenvue replace theoretical “design-for-recycling” assumptions with data based on performance in actual recycling settings.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The companies said more stringent rules, including the EU’s Packaging and Packaging Waste Regulation (PPWR) and Extended Producer Responsibility (EPR), are reiterating the significance of real recyclability in terms of cost and operations.
The project aims to help Kenvue assess how its packaging performs in commercial sorting plants.
As part of the work, Kenvue will gather data on sortation and processability by tracking how products move through recycling facilities in the UK and the US.
The partnership will also examine possible packaging changes by identifying how individual elements, including pumps and labels, influence detection and recovery rates.
Greyparrot co-founder Ambarish Mitra said: “Circular packaging is no longer an aspiration; it is fast becoming the standard. We’re proud to partner with Kenvue to turn design intent into measurable impact, helping set a new benchmark for how the industry designs, measures and delivers circularity.”
It will further support “What-If” analysis to estimate the financial effects of EPR-linked design adjustments, such as changing translucency or using different materials, before physical prototypes are made.
The agreement with Kenvue is part of its work on waste data for circular economy systems.
Kenvue is joining other companies that use Greyparrot’s technology, including L’Oréal Groupe, Unilever and McDonald’s.
Kenvue packaging innovation, sustainability, and experience global head David Lickstein commented: “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.”
