Procter & Gamble rolling out digital watermarks in Germany by October

Author: Matt Tudball

2020/02/06

BRUSSELS (ICIS)--Proctor & Gamble (P&G) will be rolling out digital watermark technology in its branded Lenor fabric softener and Unstoppables bottles in Germany by October, the consumer goods major said on Thursday.

The digital watermark, developed with Digimarc, works by modifying the pixels of the packaging to carry a imperceptible code that is undetectable to the consumer but can be picked up by any cameras, such as on a smartphone, or one installed on a sorting line.

Container collection and sorting company Tomra is a core development partner of the new system which allows for a much higher sorting rate for food-grade and non-food grade packaging, and opens up the spectrum of sorting to include black packaging, according to P%G's circular economy and packaging sustainability lead.

Speaking at the Petcore annual conference, Gian De Belder confirmed Germany will be the first country to test the digital watermark technology.

It will be initially used for consumer engagement purposes, and P&G will follow this with the branded Fairy dishwasher tablet pouches and washing-up liquid bottles in the UK.

No date was given for the UK trials.

The 2020 Petcore Annual Conference runs om 5-6 February in Brussels.