Kraft Heinz has joined forces with Polytag to deploy UV-tagged plastic packaging across the UK, marking a further step toward data-driven packaging lifecycle management and regulatory alignment.
The collaboration centres on Polytag’s Ecotrace programme, which enables barcode-level tracking of single-use plastic packaging through the recycling stream. By embedding invisible UV tags into packaging, the system allows materials to be detected and recorded at sorting facilities, generating real-time data on post-consumption flows.
The initiative reflects a broader shift among brand owners toward granular traceability of packaging waste, driven by tightening regulatory frameworks and the need to demonstrate measurable progress on circularity targets.
John Ryan, director of packaging for Kraft Heinz’s international markets, said: “With the help of Polytag’s UV tag technology, this trial will help Kraft Heinz to access valuable product lifecycle data that will be instrumental in shaping a more sustainable future for plastic packaging.”
He added: “Transforming our Heinz Squeeze Ketchup bottles to become fully recyclable was a big milestone in our packaging journey. Improving how we track and trace its journey post-consumption is an important next step, and we’re excited by the possibilities this new partnership will unlock.”
The rollout will initially focus on Heinz Beanz and Heinz Tomato Ketchup packaging, with the potential to extend across multiple product categories. The approach is designed to provide visibility not only into collection rates but also into how materials move through recycling infrastructure—an area where data gaps have historically limited optimisation efforts.
For Polytag, the partnership represents an expansion of its Ecotrace platform, which is positioned as a scalable solution for tracking packaging at national level. The company has been building a network of collaborations spanning retailers and waste management operators to ensure detection coverage across the UK recycling system.
Alice Rackley, chief executive of Polytag, said: “The Ecotrace program represents a monumental effort from our team and industry partners. For the first time, we’re able to collect barcode-level data at scale on the single-use plastics that UK households put into their recycling bins every day.”
She added: “Joining the Ecotrace program extends Kraft Heinz’s impact beyond their own brand, to supporting the circular economy across the whole of the nation.”
The technology operates by applying fluorescent markers to packaging during production. These markers remain invisible to consumers but can be identified by specialised detection units installed at materials recovery facilities. Once scanned, the data is linked back to specific product SKUs, enabling brands to assess recycling performance with a level of precision not previously available.
This capability is increasingly relevant as policymakers and industry stakeholders seek to improve accountability in plastic waste management. Enhanced traceability supports compliance with extended producer responsibility (EPR) schemes and informs design-for-recycling strategies, particularly as requirements around recyclability and recycled content become more stringent.
Polytag has already established partnerships with retailers including Ocado Retail and Waitrose, as well as waste management companies such as Biffa and Pellenc ST, in an effort to create an integrated ecosystem for packaging data capture. The company has also advocated for a more flexible approach to the UK’s deposit return scheme (DRS), positioning data visibility as a critical enabler of system efficiency.
From an operational perspective, the availability of real-time, barcode-level data could support improvements in sorting accuracy and material recovery rates. For brand owners, it provides a mechanism to validate sustainability claims and refine packaging formats based on actual end-of-life outcomes rather than estimates.
As industry pressure mounts to close the loop on plastic packaging, initiatives such as Ecotrace indicate a move beyond material innovation toward digital infrastructure capable of tracking and verifying circularity at scale.
