UK startup Greyparrot has announced a strategic collaboration with Kenvue to improve the circularity of its packaging portfolio using artificial intelligence to generate real-world data on material recovery. The initiative will enable Kenvue to understand how its packaging performs in recycling facilities and use these insights to support future packaging design decisions.
Greyparrot has developed Deepnest, an AI-powered waste intelligence platform that uses computer vision to analyse material flows in recycling plants. The technology provides data on how packaging is detected, sorted and recovered, identifies components that may hinder recyclability—such as labels, pumps or specific materials—and enables packaging changes to be evaluated before new products are introduced to the market.
By using operational data from recycling facilities, Kenvue aims to complement traditional design-for-recycling approaches with evidence based on the actual performance of its packaging. The collaboration also supports the company’s preparation for evolving regulatory requirements, including the EU Packaging and Packaging Waste Regulation (PPWR) and Extended Producer Responsibility (EPR) schemes.