Greyparrot’s new platform closes the data gap on what happens to packaging after use

As a trusted brand in waste analytics, Greyparrot knows the importance of developing new technologies that allow brands to know exact information, which caused the company to create and launch Deepnest: a world-first waste intelligence platform that gives brands direct access to their recyclable waste data. 

What happens to products when they become waste is a knowledge gap for most industries. This is due to limitations of waste infrastructure and a lack of available data. Deepnest plugs this knowledge gap, unlocking post-use packaging performance insights to help brands shape their products and business models.

Detailed data ensures that brands can make the most of the value chain 

Recyclable materials offer a powerful opportunity for both business growth and environmental gains, but brands aren't able to fully tap into this potential. By 2040, regulations like virgin plastic taxes and EPR fees could cost global businesses up to $100 billion every year. With 95 percent of plastic packaging discarded after a single use, keeping materials in the value chain longer is key to improving circularity and reducing financial risk. Consumer goods brands currently spend millions annually on product innovation, testing centres, and consultants to improve their packaging, but lack the real-world data to validate these developments.

Greyparrot's latest product, Deepnest, delivers detailed, product-level data to brands. This new tool unlocks commercial insights by tracking packaging performance by brand, material, product type, and region. It reveals exactly how packaging moves through the waste system: what's sorted, recycled, or lost. 

Powered by Greyparrot Analyzer AI-camera systems in material recovery facilities, Deepnest relies on the world's most comprehensive household packaging waste database — these systems process over 40 billion waste objects annually across more than 20 countries. Greyparrot currently detects $1 billion worth of recyclable materials in the waste streams it monitors, and estimates that, if rolled out globally, its systems could uncover up to $100 billion in recyclable value every year by 2040.

Deepnest offers brands actionable insights into waste generation 

Deepnest then provides brands with actionable insights, generating tailored recommendations to improve packaging, from shape and color to material composition. This allows brands to measure the real-world impact of their product innovations for the first time.

Brands can use Deepnest to:

• Benchmark packaging recycling performance against competitors and category standards
• Test and compare packaging formats within sub-brands before scaling across the full portfolio
• Identify specific design elements that reduce recyclability in priority markets
• Quantify the impact of R&D efforts, packaging innovations, and circularity interventions

Ambarish Mitra, co-founder of Greyparrot, said: "The term ‘waste' is itself a misnomer — our data shows that post-consumption materials are worth billions to our global economy. For too long, brands have had to operate with little visibility into their packaging's end-of-life. Empowering brands with real-world data on their products' recyclability gives them a huge competitive advantage, which is exactly what Deepnest is designed to do. As regulations tighten and consumer demands grow, winners will be those who act on real-time insight — and can prove it."