Sun Chemical joins AIM’s Digital Watermarks Initiative HolyGrail 2.0


Sun Chemical has signed up to the Digital Watermarks Initiative HolyGrail 2.0, facilitated by AIM, the European Brands Association.

In doing so, Sun Chemical is joining forces with over 85 companies and organisations to participate in a pilot project with the goal of proving the viability of digital watermarking technologies to enable better sorting and higher quality recycling rates for packaging in the EU, in order to drive a truly circular economy.

The initiative follows on from HolyGrail 1.0, a project conducted as part of the Ellen MacArthur Foundation’s New Plastics Economy programme, which brought together different stakeholders from the packaging value chain between 2016 and 2019. Having investigated different innovations to improve post-consumer recycling, digital watermarks were found to be the most promising technology.