Greyparrot’s Deepnest Is Here to End Packaging Guesswork — With Hard Waste Data
In the world of packaging, what happens after the consumer tosses your product away has long been a black box. But that’s about to change. Greyparrot, the AI waste analytics firm, has unveiled Deepnest—the first platform of its kind to give consumer brands real-time, product-specific waste intelligence.
Launched as a direct response to mounting regulatory, environmental, and financial pressure on global brands, Deepnest offers a window into the actual fate of packaging in waste streams. That means no more relying on lab simulations, best guesses, or marketing spin. Instead, Deepnest tracks what gets sorted, what’s recycled, and what disappears into the landfill abyss.
For an industry where 95% of plastic packaging is discarded after a single use and circularity remains more theory than practice, this kind of granular visibility is game-changing.
What Makes Deepnest Different?
While brands have invested millions into sustainability consultants and R&D labs, their ability to validate progress in the real world has been practically nonexistent. Enter Deepnest.
The platform is powered by Greyparrot’s AI Analyzer camera systems, already scanning over 40 billion waste items annually across 20+ countries. These cameras, deployed in material recovery facilities (MRFs), feed the largest household packaging waste database in the world. Deepnest leverages this dataset to generate brand-specific, real-world recyclability reports, with the ability to benchmark performance against competitors, geographies, and industry categories.
Brands can now:
- Benchmark recyclability performance by product, material, or region
- Test new packaging formats before full rollout
- Pinpoint design flaws that reduce recyclability
- Quantify ROI from sustainable packaging innovations
According to Ambarish Mitra, Co-founder of Greyparrot:
“Post-consumption materials are worth billions. For too long, brands have had to fly blind. Deepnest changes that—giving them not just insight, but proof.”
The Cost of Not Knowing
This launch isn’t just timely—it’s urgent. By 2040, global brands could face up to $100 billion annually in fees from virgin plastic taxes and extended producer responsibility (EPR) regulations. In that landscape, packaging performance isn’t just a sustainability metric—it’s a financial imperative.
Yet, most brands still lack visibility into what happens to their packaging once it enters the waste stream. Even those that invest heavily in redesign and sustainability testing struggle to track how those materials perform in real-life recycling environments.
That’s the gap Deepnest fills.
Real Brands, Real Trials
The platform isn’t just theoretical. Heavyweights like Unilever, Amcor, and Asahi Beverages are already deploying Greyparrot’s technology to make smarter, data-led packaging decisions.
- Unilever is using Deepnest to inform future deodorant packaging design, with a focus on increasing recycled material supply and recyclability at scale. “These tools could critically help us design better and more recyclable packaging,” said Dr. Liz Smith, Unilever’s Global R&D Head for Deodorants.
- Asahi Beverages installed Greyparrot Analyzers at its PET recycling facility—a joint venture with Coca-Cola Europacific Partners—to enhance recycling quality and output. Now, it’s eyeing Deepnest to embed circularity intelligence throughout its packaging lifecycle.
- Amcor, a global packaging giant, sees Deepnest as the long-missing link between design assumptions and reality. “Lab-scale recyclability tests can only go so far,” said Mark Roberts, Amcor’s Circular Economy Director. “We need real-world data—and Deepnest is finally delivering it.”
From Waste to Resource: A Circular Economy Powered by Insight
The implications of Deepnest extend far beyond compliance. By turning packaging “waste” into measurable, mineable data, Greyparrot is helping brands turn loss into value—keeping materials in the value chain longer and reducing the need for virgin inputs.
This aligns with a bigger shift: as circular economy thinking becomes mainstream, the brands that win will be those who can prove performance with transparency, not just intent.
And in a market where regulations are tightening, consumers are demanding accountability, and materials are getting more expensive, objective data isn’t just nice to have—it’s a competitive advantage.
Power Tomorrow’s Intelligence — Build It with TechEdgeAI.
