HolyGrail2 - Semi-industrial trial in Copenhagen to start

HolyGrail: A Digital Solution to Sustainability Challenges

At the Packaging 360 Conference by @Lebensmittelzeitung and @packREPORT in Frankfurt on Tuesday this week, it felt great to report on a key milestone achieved of the #HolyGrail2 project, under the leadership of #AIM and powered by the alliance @endplasticwaste. The semi-industrial technical test for speed, accuracy and reliability is going to take place in Copenhagen in fall 2021.

At P&G, we believe in the power of digital watermarks to step-change recycling for the better. In 2016, we partnered with The Ellen MacArthur Foundation to establish HolyGrail—a collaborative effort designed to solve one of the largest obstacles facing plastic recycling: inefficient sorting at recycling facilities. Digital watermarks are imperceptible codes to the eye that carry a wide range of attributes like was the pack used before for food or non-food and material. More than 100 P&G products like Ariel will take part in this semi-industrial test. We continue to work as members of the HolyGrail initiative to advance this project and highly appreciate the support of the Alliance to End Plastic Waste in enabling the vision of HolyGrail 2.0.