Waitrose has become the latest retailer to join recycling technology company Polytag’s Ecotrace Programme, to improve the recyclability of its packaging.

The industry-led initiative, which was launched by Polytag in the summer of 2024, is aimed at transforming the tracking and recycling of single-use plastic packaging in the UK.

As an Ecotrace member, Waitrose will gain access to the Polytag dashboard – an online hub which displays never-seen-before, live barcode-level lifecycle data on plastic packaging materials as they enter the recycling stream.

With its partners, Polytag is deploying its invisible UV Tag detection technology in 12 strategically located Materials Recovery Facilities (MRFs). These units, which are retrofitted to conveyors, detect packaging that has been ‘marked’ with Polytag’s invisible UV Tags, applied at speed using fluorescent ink.

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For the first time, this allows brands to accurately identify how much of their packaging has been recycled post-consumption.

Waitrose head of packaging design and delivery Denise Mathieson said: “By leveraging Polytag’s technology, we will gain unprecedented insights into how our packaging is recycled, allowing us to make more informed decisions that support a circular economy. This initiative aligns with our ongoing sustainability efforts and reinforces our dedication to reducing single-use plastic waste.

“We are excited to collaborate with Polytag and other retailers to drive meaningful change at an industry level, ultimately contributing to a more transparent and effective recycling system in the UK.”

Polytag CEO Alice Rackley added: “Waitrose joins us at a pivotal moment as we approach our goal of installing PDUs (plastic detection units) at 12 sites within the first year of our Ecotrace Programme. This is an incredible achievement that will empower FMCG brands, retailers and waste management companies by providing invaluable access to granular barcode-level data on 50% of the UK’s waste recycling stream.”

Last May, M&S partnered with Polytag to trace the journey of its plastic packaging, including drinks bottles and cartons.

While the collaboration with M&S marked the first full-scale use of Polytag’s system, the recycling tech firm had previously tested parts of the scheme with Aldi, Ocado and Co-op.