HolyGrail 2.0 enters final phase of industrial tests in preparation for 2024 launch

05 Oct 2023 --- The Digital Watermarks Initiative HolyGrail 2.0 (HG2.0) is gearing up to enter the final phase of R&D trials to validate the technology at the highest technical readiness level (TRL9) in an operational environment.

These tests focus on the capability to detect, sort and eject two types of flexible packaging materials: PP flexibles, produced by PepsiCo and low-density PE flexibles, produced by Essity and P&G. Granular sorting trials are being conducted at the materials recovery facility Hündgen Entsorgung in Germany.

A three-month sorting trial on digital watermarked rigid packaging is also taking place, with HG2.0 member companies involved, including machine vendor Pellenc ST and technology provider Digimarc. This trial aims to assess the sorting capabilities of digital watermarks on rigid packaging in the Danish and German markets.

Two industrial-sized recycling tests will follow, with Borealis testing PP films and PE flexible fractions collected at Hündgen Entsorgung. Indorama Ventures’ Recycling plant in Verdun, France, will test the separated non-food PET bottle stream resulting from the rigid trial. Success in these trials would elevate the technology to TRL9, signifying its readiness for real-world implementation.

Simultaneously, a new workstream within the HG2.0 project has begun with the goal of launching a pilot market in France in 2024.

The final phase of R&D trials will validate the technology at the highest technical readiness level, signifying its readiness for real-world implementation.France leads the charge
Digimarc Recycle connects digital watermarks with a cloud-based repository of product attributes, enabling precise sorting and providing disposal instructions via on-pack watermarks or QR codes. This innovation promises to improve the quality and quantity of recyclate while unlocking new markets for post-consumer plastics.

Seven member companies, including Henkel, L’Oréal, and P&G, are joining forces to introduce digital watermarks to high-density PE (HDPE) rigid packaging in the French market. 

Post-consumer waste will be taken to Veolia’s PlastiLoop Brenouille facility, where the watermark technology developed by Pellenc ST and Digimarc will separate enhanced non-food HDPE packaging from the rest. Further granular sorting trials will be conducted to build fit-for-use detergent and cosmetic recycled HDPE grades.

This pilot market will bridge the gap between R&D and commercial rollout, offering valuable insights to participating companies and paving the way for market adoption on a larger scale.

Previous phases and road ahead
Digimarc shares with Packaging Insights the highlights of the previous phases of HG2.0.

A Digimarc spokesperson emphasizes the collaborative nature of the initiative, noting: “Our technology is central to the pan-industry Digital Watermarks Initiative HG2.0, driven by AIM – European Brands Association and powered by the Alliance to End Plastic Waste.” Digimarc Recycle connects digital watermarks with a cloud-based repository of product attributes, enabling precise sorting and providing disposal instructions.

“Over 175 companies and organizations from the complete packaging value chain have joined forces to validate Digimarc digital watermarks as the solution to enable better sorting and higher-quality recycling rates for packaging in the EU, driving a truly circular economy.”

Semi-industrial testing of the prototypes, in collaboration with Pellenc ST, yielded impressive results, Digimarc details. Detection rates averaged 99%, with ejection rates at 95% and purity levels at 95%. A second prototype also achieved remarkable results: detection at 99%, ejection at 96% and purity at 93%.

The key challenge identified by the technology provider is the risk of delayed action or inaction in adopting these technologies. “The technology to effect real change exists today, and delayed adoption leads to permanent and irreversible damage to our planet. True leadership is defined by those who take action. The time to act is now,” says Digimarc president and CEO Riley McCormack.

“Digimarc applauds the vision and action of the France team and its pioneering member organizations, including P&G, L’Oreal, Henkel, Veolia, CITEO and Pellenc ST. Moreover, we are committed to working alongside this group to expand the rollout to other facility operators, brands and retailers in France because when the only thing that stands in the way of progress is inertia, true leadership is defined by those who take action.”

By Radhika Sikaria