Mondelez & AIM partner to trial digital watermarks for packaging recycling

Mondelēz International has partnered with AIM – the European Brands Association – alongside other European companies and organizations, to trial pioneering digital technology, to assess whether it could enable better sorting and higher-quality recycling rates for packaging in the EU. AIM is the European Brands Association representing brand manufacturers in Europe on key issues that affect their ability to design, distribute, and market their brands. AIM’s membership comprises 2500 businesses ranging from SMEs to multinationals, directly or indirectly through its corporate and national association members. According to Mondelez, one of the biggest obstacles to creating a circular economy is the sorting of post-consumer waste by accurately identifying packaging, which would result in more efficient and higher-quality recycling. As part of a cross-value chain initiative under the name of HolyGrail 2.0, an industrial pilot has been launched to prove the viability of digital watermark technologies for more accurate sorting of packaging and higher-quality recycling, as well as the business case at scale. This collaboration forms a part of Mondelēz international’s global strategy to deliver against its long-term vision…

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