Unlocking Circularity

The HolyGrail 2.0 Intelligent Sorting, powered by the Alliance to End Plastic Waste and driven by the Digital Watermarks Initiative under AIM – the European Brands Association, has reached a major milestone. This pioneering project set out to revolutionize plastic packaging recycling through the use of digital watermarks, with more accurate sorting enabling higher-quality recyclates.

Following extensive industrial trials, HolyGrail 2.0 has proven the effectiveness of digital watermark technology in real-world conditions. Trials conducted on rigid and flexible plastic packaging demonstrated that digital watermarks can significantly enhance sorting accuracy, paving the way for a more circular plastics economy.

As a key member of the HolyGrail 2.0 consortium, we have played a vital role in supporting the development and validation of this breakthrough technology. By contributing our expertise in polyolefins and circular economy solutions, we helped ensure that the trials reflected real-world packaging applications and recycling challenges.

With HolyGrail 2.0 successfully concluded in March 2025, the newly elected Leadership Team is now steering the next phase: HolyGrail 2030. This ambitious initiative aims to meet the EU’s Packaging and Packaging Waste Regulation (PPWR) 2030 recycling targets by unlocking the circularity of polypropylene (PP) packaging.

Led by Mondelēz International as Chair, and supported by PepsiCo, Amcor, Borealis, EXPRA, MCC Global IML, Plastics Recyclers Europe (represented by PureCycle), and Sun Chemical, the consortium will conduct a two-year market demonstration to prove the economic viability of recycled PP.

• Understanding the needs of brands, retailers, and waste operators
• Exploring technologies that enhance feedstock and recyclate value
• Collaborating with key stakeholders and like-minded initiatives
• Assessing return on investment (ROI) to build a viable circular economy
• Evaluating SKU-level data and the potential of a Digital Product Passport

The momentum continues as HolyGrail 2030 sets out to demonstrate a scalable, economically sound model for circular PP packaging. The journey toward a more sustainable future is well underway.

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Sorting plastic waste—a reminder that everyone has a role to play in building a circular economy. With the support of digital watermarking technologies like HolyGrail 2.0, the path to smarter recycling and a sustainable future becomes clearer.

© Borealis