Linked2Brands and its holding Janoschka are supporting the HolyGrail 2.0 project together with more than 85 companies and organisations from the complete packaging value chain. The goal is to pioneer the digital watermarks technology for smart packaging recycling in the EU.
Under the auspices of AIM, the European Brands Association, Janoschka and Linked2Brands have joined forces with over 85 companies and organisations from the complete packaging value chain to assess whether the pioneering technology Digital Watermarks can enable better sorting and higher-quality recycling rates for packaging in the EU, to drive a truly circular economy.
Digital watermarks were found to be the most promising technology, and so the branded goods industry has now stepped in to facilitate the next phase as cross-value chain initiative under the name “HolyGrail 2.0”, which will take place on a much greater scale and scope. This will include the launch of an industrial pilot in order to prove the viability of digital watermarks technologies for more accurate sorting of packaging and higher-quality recycling, as well as the business case at large scale.