In the UK, Kraft Heinz has joined Polytag’s Ecotrace programme to capture real-time, data-driven insights into the recycling of its single-use plastic packaging. As part of a pilot project, the company is applying invisible UV tags to select products, starting with the Heinz Beanz and Tomato Ketchup lines. This innovative solution provides brands with unprecedented visibility into their specific recycling rates.
How the Technology Works: Invisible Tags in Practice
Polytag’s technology involves printing UV tags onto packaging labels using standard printing processes. These specialized tags are completely invisible to the naked eye but can be easily detected by optical sorting equipment and specialized sensors at recycling facilities.
This method enables barcode-level data collection on the single-use plastics that UK households place in their recycling bins. As a result, manufacturers and brands can gain an unprecedented depth of insight into exactly what happens to their packaging post-consumption.
From Pilot to Scale: The Affected Products
The rollout of the pilot project strictly involves select Heinz Beanz and Tomato Ketchup product lines. The company plans to scale the system across additional categories based on the learnings from these initial tests.
John Ryan, director of packaging for Kraft Heinz’s international markets, explained that transforming their squeezy ketchup bottles to become fully recyclable was already a major milestone. He added that tracking the post-consumption journey of these bottles is a crucial next step, and the company is excited about the possibilities this new partnership will unlock.
Alice Rackley, CEO of Polytag, described the Ecotrace programme as a “monumental effort.” She highlighted that, for the first time, they are able to collect barcode-level data at scale on the single-use plastics that UK households recycle every day. By joining the programme, Kraft Heinz extends its impact beyond its own brand, directly supporting the circular economy across the entire nation.
Recent Packaging Innovations at Kraft Heinz
Alongside its tracking efforts, Kraft Heinz developed a fry box with a built-in ketchup compartment for on-the-go consumption at the start of the year. The patent-pending “Heinz Dipper” aims to provide a simple, intuitive, and mess-free solution.
The Ecotrace partnership logically follows Polytag’s previous collaboration with Saica Flex and Paragon Inks, where they printed UV tags on packaging labels to test item-level recycling tracking. The technology ensures these labels can be chipped down or separated through flotation during the recycling process.
The Bottom Line for the Packaging Industry
Kraft Heinz’s adoption of UV tag technology signals a growing appetite within the packaging industry for data-driven circularity. Knowing exactly what happens to packaging after consumers discard it offers several key advantages:
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It allows brands to optimize packaging design for recyclability.
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It enables highly targeted consumer educational campaigns.
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It helps verify compliance with Extended Producer Responsibility (EPR) reporting requirements.
As more brands join the Ecotrace programme, the dataset will only become more valuable, turning invisible tags into visible proof of corporate accountability.
Sources:
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Primary Source: Sustainability MEA – Kraft Heinz to use Polytag’s invisible UV tags
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Industry confirmation: Packaging Insights – Kraft Heinz partners with Polytag to track plastic packaging
