AI waste intelligence company Greyparrot has entered a strategic collaboration with consumer goods company Kenvue to advance packaging circularity across Kenvue's product portfolio, deploying its Deepnest platform to analyse how Kenvue's packaging performs within commercial recycling facilities in the UK and United States.

As reported by Sustainability Online, the Deepnest platform provides a digital twin of real-world recycling systems, enabling Kenvue to quantify sortation and processability performance, identify packaging design optimisations, and model what-if scenarios to evaluate the impact of design changes before implementation.

David Lickstein, global head of Packaging Innovation, Sustainability, and Experience at Kenvue, said: "To help achieve our circular packaging goals, we must move beyond aspirational guidelines and embrace real-world evidence. 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."

Yaseed Chaumoo, managing director of Deepnest by Greyparrot, said the collaboration represented a significant step beyond waste tracking, describing the platform's predictive capabilities as empowering Kenvue to make actionable, data-led design changes quicker and more cost-effectively than ever before, accelerating the transition to a truly circular economy.

The partnership arrives as tightening regulation, including the European Union's Packaging and Packaging Waste Regulation and Extended Producer Responsibility legislation across multiple markets, places growing emphasis on demonstrated operational recovery and real-world recyclability rather than theoretical design-for-recycling models.

Greyparrot's technology is already in use among major consumer brands including L'Oréal Groupe, Unilever, and McDonald's.

Explore the full scope of Greyparrot and Kenvue's packaging circularity collaboration in the complete report.