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Greyparrot<\/a>, a leader in AI-powered waste intelligence, has announced a strategic collaboration with Kenvue<\/a>, the world\u2019s largest pure-play consumer health company, to advance circularity across its global packaging portfolio.<\/p>\n By leveraging Greyparrot\u2019s Deepnest platform, Kenvue will transition from theoretical “design-for-recycling” models to evidence-based data derived from real-world recycling environments.<\/p>\n \u201cAs regulatory frameworks like the EU\u2019s Packaging and Packaging Waste Regulation<\/a> (PPWR) and Extended Producer Responsibility<\/a> (EPR) tighten, the ability to track actual recyclability has shifted from an aspirational effort to a financial and operational necessity,\u201d Greyparrot says. \u201cThis partnership is aimed at empowering to validate the performance of its iconic brand packaging inside commercial-scale sorting facilities.\u201d<\/p>\n Greyparrot notes that, while many packaging formats are technically \u201crecyclable\u201d by design, their actual recovery rate is often hindered by variables such as component materials or regional infrastructure variations. Deepnest provides Kenvue with a digital twin of real-world recycling systems utilizing AI-driven recognition to:<\/p>\n The collaboration with Kenvue marks a significant milestone in Greyparrot\u2019s mission to provide the waste intelligence layer for the circular economy. Kenvue joins an elite ecosystem of industry leaders utilizing Greyparrot technology, including L\u2019Or\u00e9al Groupe, Unilever, McDonald\u2019s, and more.<\/p>\n David Lickstein, Global Head, Packaging Innovation, Sustainability, and Experience, Kenvue<\/strong>, said, \u201cTo help achieve our circular packaging goals, we must move beyond aspirational guidelines and embrace real-world evidence. Our partnership with Greyparrot and the integration of Deepnest represents a fundamental shift in how we approach sustainable packaging. AI-driven waste intelligence allows us to go beyond simple tracking and into advanced scenario modeling, helping us identify the most impactful design changes and implement innovative solutions across our global portfolio faster and more cost-effectively than ever before.\u201d<\/p>\n<\/div>\nBridging the Gap Between Design and Recovery<\/strong><\/h3>\n
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A Growing Force in Global CPG<\/strong><\/h3>\n