January 27, 2025 Industry news
Polytag and Ocado’s QR pilot has expanded significantly, with QR codes powered by GS1 now being used across 60 products. This major development follows the success of their initial pilot in 2022, which introduced serialised QR codes on over 1.6 million fully recyclable milk cartons.
The initiative aimed to assess how these codes could support a Digital Deposit Return Scheme (DDRS) by enabling Ocado Retail customers to access detailed recycling information through QR codes scanned with their smartphones.
Phase one: proving the concept
In the first phase of the pilot, QR codes powered by GS1 were printed using Polytag’s advanced technology.
By scanning the QR codes with their smartphones, Ocado customers could gain immediate access to detailed disposal information, simplifying the process of recycling and empowering them to take action.
Both printing requirements and consumer engagement were thoroughly tested, providing valuable insights that would inform the pilot's expansion.
Phase two: engaging consumers with rewards
In 2023, the project entered a second phase, offering 20p rewards for recycled milk cartons across various regions in England and Wales.

This phase mimicked a full-scale DDRS and revealed just how effective QR codes could be in driving direct engagement and influencing consumer behavior. Over 20,000 cash rewards were issued in just 55 days, with more than 3,000 consumers actively participating in kerbside recycling.
With an average of 350 deposit claims per day, consumers embraced the digital solution, eagerly scanning the QR codes to complete their recycling tasks and unlock rewards. The ease of using smartphones to manage deposit returns helped eliminate barriers to recycling and encouraged repeat participation.
Building on success
The success of the pilot has led to the adoption of QR codes powered by GS1 on more packaging types, improving the integration of Polytag’s technology with Ocado’s platform and allowing for better data collection and analysis.
The collaboration has since spread across Ocado’s broader product range, with QR codes now offering a direct link between consumers and not only recycling information but also sustainability practices and ethical sourcing commitments. Marketing campaigns are now being rolled out to further engage customers and raise awareness, ensuring the QR code initiative reaches a wider audience and builds long-term participation.
Polytag’s solution: how it works
The pilot marked the first time serialised QR codes were printed using existing plate printing techniques, a high-speed process that is highly optimised. Polytag worked with Interket, a leading self-adhesive label manufacturer, and Xact, a UK coding and marking systems provider, to meet Ocado Retail’s labelling requirements.
Polytag then created dynamic landing pages accessible via QR codes, offering tailored content for each product. These pages drove high consumer engagement, encouraging users to download the Sweden-based recycling app Bower. Customers could locate recycling bins, complete the process and receive 20p rewards in their digital wallets all via the app with "digital badges" further incentivising repeated participation.

By integrating our Digital Link QR codes powered by GS1, we’re not only enabling the reuse process, but we’re also providing new ways to quantify the success of sustainability programmes through accurate tracing of packaging through the supply chain.”
Alice Rackley
CEO of Polytag
Enhanced engagement
The landing pages created through Polytag saw an average dwell time of over 32 seconds, seven times the industry average, showing just how engaged consumers were with the information provided. This level of interaction indicates that customers were not only scanning for rewards but were genuinely interested in the product sustainability stories and the process of recycling itself. Polytag’s API integration with Bower enabled real-time verification of unique codes, with 100% uptime across six fresh milk products.
Tagging for traceability
Polytag introduced UV Watermarks to trace packaging back to recycling centers. Using low-cost Plastic Detection Units, data was collected at Material Recovery Facilities to measure bottle recycling rates. These insights help Ocado Retail calculate Extended Producer Responsibility (EPR) metrics and carbon footprints, enabling improved, data-driven decisions around sustainability.

Our collaboration with Polytag illustrates how innovative thinking and partnerships can lead to actionable solutions in the ongoing challenge of packaging waste. As we move forward, the insights gained from this pilot will be instrumental in shaping the future of recycling, driving us closer to a circular economy where sustainability is integral to consumer choices.”
Anne Godfrey
CEO of GS1 UK
Challenges and learnings
Over 56 days, the pilot achieved significant engagement, with 20,000 rewards redeemed and an 85% conversion rate. Surveys revealed that 71 per cent of participants preferred QR codes for deposit returns, and 87 per cent of those who scanned packaging also recycled it.
However, integrating QR codes into manufacturing without disrupting processes or increasing costs required meticulous planning. Polytag retrofitted printing equipment at production lines to maintain efficiency, while quality control ensured all QR codes were scannable.
Close collaboration was required between Polytag and Bower to ensure a smooth API connection and user experience.
What’s next?
Polytag’s collaboration with Ocado Retail now spans over 60 products, empowering consumers to explore product information and sustainability practices through QR codes powered by GS1.

Beyond recycling tips, Ocado Retail now uses QR codes to share the brands' commitments to ethical sourcing, such as their partnerships with the Rainforest Alliance and Fairtrade Foundation.
The initiative is now also exploring reusable and refillable packaging for essentials like pasta, rice, and washing liquid, further solidifying Ocado Retail’s dedication to sustainable consumption.
As QR codes continue to drive digital solutions for recycling, the Polytag and Ocado are now looknig to scale their impact even further. By directly involving consumers through easy-to-use technology, this initiative continues to drive sustainable practices while offering tangible rewards and benefits, ensuring long-term engagement.