Rethinking Materials 2026 live: Kraft Heinz and Polytag highlight harmonized data and cross-industry efforts

As packaging industry leaders assess material innovations at Rethinking Materials 2026 in London, UK, (April 28–29), Alice Rackley, CEO at Polytag, underscores that traceability and end-of-life challenges remain key barriers to the adoption of sustainable materials. 

Meanwhile, a Kraft Heinz spokesperson highlights the importance of cross-industry collaboration in driving material innovation and regulatory compliance. 

Rackley tells Packaging Insights: “One of the biggest barriers to sustainable materials is around the integration of these materials in the wider system. Without knowing exactly what packaging is in circulation and how it behaves at the end of life through reliable, system-level data, it’s difficult to optimize recycling outcomes or build truly circular systems at scale.”

The UK-based recycling technology company addresses this issue by turning packaging into a “connected data carrier” by using QR codes and invisible UV tags as identifiers in packaging, so it can be tracked throughout its lifecycle. 

Rackley adds: “At Rethinking Materials 2026, we are showcasing how this approach supports the shift toward system-level traceability required under emerging frameworks, and how connected packaging can bridge the gap between material design, collection systems, and recycling infrastructure.”

She adds that Polytag is highlighting how better data collection can support “better sorting, better compliance, and better decision-making across the value chain.”

“Finally, we are also showing how our solution can support circularity outcomes and operational use cases such as supply chain optimization and consumer engagement, ensuring these systems are commercially viable as well as environmentally effective.”

Collaboration is “non-negotiable” 

At Rethinking Materials 2026, Polytag is highlighting how better data collection improves sorting, compliance, and decision-making.Recently, Polytag partnered with Kraft Heinz to track its plastic packaging from production to end-of-life.

A spokesperson from Kraft Heinz, who is a partner of this year’s Rethinking Materials, tells Packaging Insights: “Collaboration with innovators, retailers, and governments is fundamental in our search for circular packaging solutions, especially when we’re thinking about all the requirements that food packaging must address.” 

Polytag’s Rackley corroborates this assessment, highlighting that “collaboration is non-negotiable.” 

“Circular systems only work if everyone speaks the same language. Today, brands, recyclers, and regulators are often working from different datasets, or no data at all.”

She explains that Polytag is vital in providing a common infrastructure for the packaging industry to work with, one that is built on transparency and trust. 

“At the conference, we are talking about how this plays out in practice. We’ll be contributing to the panel discussion, ‘What Makes a Circular Material Ecosystem Work?’, and you can also connect with us on the conference floor to discuss how our approach supports system-level collaboration and traceability.” 

Regulating “beyond” materials 

At the event, regulatory compliance is also a focal point, as brands innovate to ensure compliance with the EU’s Packaging and Packaging Waste Regulation, Digital Product Passports, EPR regulations, and GS1 requirements. 

Kraft Heinz emphasizes cross-industry collaboration in material innovation and regulatory compliance.The Kraft Heinz spokesperson adds: “For regulation to adequately meet our shared aim of driving circularity and reducing waste, manufacturers must play a role in shaping a clear, harmonized approach that’s rooted in reality and data.” 

Rackley continues that regulations need to move “beyond” materials and focus on coordinated data collection and industry standards. 

“That means strong, enforceable frameworks around Digital Product Passports, EPR, and labeling that are built on global open standards, so data can move seamlessly across borders and supply chains without fragmentation or lock-in.”

“Without that consistency, circular systems will remain patchy and difficult to scale.”