Polytag
Polytag provides UV tag detection and GS1-compliant QR code technology for packaging traceability, Extended Producer Responsibility compliance, and consumer engagement, serving major UK retailers, FMCG brands, and material recovery facilities across Europe.
- Company typePrivate
- Founded2018
- HeadquartersWales, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Polytag does
Polytag is a Welsh-based recycling technology company founded in 2018 that provides connected packaging infrastructure for brands, retailers, and material recovery facilities (MRFs). The company's core technology combines invisible ultraviolet tags printed with fluorescent ink and GS1-compliant QR codes to enable real-time tracking of packaging through the recycling value chain. UV tags encode GS1 Data Matrix codes containing detailed packaging attributes — including Consumer Product Variant, melting temperature, food-grade status, and plastic generation — that are detected at high speed on conveyor lines via integrated systems combining Polytag hardware with Zebra Technologies' Aurora Vision Library and Pellenc ST NIR sorting technology. The platform also supports consumer-facing applications through GS1 Digital Link QR codes enabling supply chain visibility, D2C marketing, and Digital Deposit Return Schemes. The Ecotrace Programme operates a network of UV detection units across UK MRFs, reportedly covering over half of UK household waste stream and tracking 146,000 tonnes of waste as of 2025.
The company serves four primary customer verticals: major UK grocery retailers (Ocado, Waitrose, Co-op, Aldi, Marks & Spencer), FMCG brands (Suntory, Kraft Heinz, One Water, Müller), waste management operators and MRFs (Biffa, Reconomy, Casepak), and industry standards bodies (GS1, RECOUP, Citeo, Ecoembes). Notable deployments include 650+ product lines equipped with Polytag QR codes at Ocado Retail, £100,000 invested in detection units with Waitrose, and a digital deposit return scheme pilot with Suntory Beverage & Food GB&I across Lucozade and Ribena portfolios. Geographically Polytag operates in the UK, France, Spain, Ireland, and Eastern Europe, with European expansion accelerated by Series A funding in March 2024 led by Collateral Good and Knop Ventures.
Polytag's revenue model combines multiple streams: enterprise subscription licensing for UV tag technology and detection systems, subscription-based QR code platform services, hardware sales of UV detection units to MRFs, and data monetization for sustainability reporting and EPR compliance. Pricing is undisclosed but structured around annual enterprise contracts volume-priced on packaging volume and detection requirements, with a 6-month freemium trial for small brands. The company is privately held, headquartered in Deeside, Wales (UK), holds ISO 9001 and ISO 27001 certifications, and is GS1-certified. Founder Phil Sutton's IP portfolio includes 31+ patents, 10 registered designs, and 12 trademarks. CEO Alice Rackley, formerly Head of UK Retail at GS1 UK, leads commercial operations alongside a C-suite drawn from Amazon, Tesco, GS1, and Sedex.
Polytag firmographics
Firmographics- Name
- Polytag
- Legal name
- Polytag Limited
- Website
- https://polytag.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Polytag provides UV tag detection and GS1-compliant QR code technology for packaging traceability, Extended Producer Responsibility compliance, and consumer engagement, serving major UK retailers, FMCG brands, and material recovery facilities across Europe.
- Ownership category
- akta.pro rank
Polytag industry classification
Industry- Product category
- Packaging Traceability Software
- NAICS
- Packaging and Labeling Services (561910)
- SIC
- Plastics Products, Nec (3089)
- akta.pro primary industry
- Anti-Counterfeit & Authentication Packaging (Holograms, QR/NFC, Track-and-Trace) (IMALANAJ)
- akta.pro secondary industries
- Specialty & Functional Labels (Linerless, RFID/NFC, Braille, Smart) (IMALAKAK), Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support) (IMALAMAF), Labeling, Coding & Marking Equipment (Labelers, Inkjet, Laser) (IMALAOAD)
Keywords
Where Polytag is headquartered
LocationHeadquarters
- HQ city
- Wales
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Polytag business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- UV Tag Technology Licensing: Licensing of UV tag technology and detection systems to brands and retailers for packaging traceability and EPR compliance data collection.
- QR Code Platform Services: Subscription-based platform providing supply chain visibility, consumer engagement tools, campaign management, and market intelligence through location-aware scanning data.
- Detection Hardware: Sale and deployment of UV tag detection units to material recovery facilities and recycling operators.
- Recycling Data Analytics: Real-time recycling data provided to brands for sustainability reporting and EPR compliance, potentially as a per-scan or data volume basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier for major retailers and FMCG brands |
| Freemium | Pay-as-you-go | Free trial for small brands |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Polytag product offering
Product offeringCore offering
Polytag develops invisible UV tags and GS1-compliant QR codes embedded in product packaging to enable real-time tracking of packaging through material recovery facilities and recycling supply chains. The company's connected packaging platform combines UV tag detection (integrated with Zebra Technologies' Aurora Vision Library for 100% detection accuracy on conveyor lines) with QR code-based consumer engagement tools, digital product passports, digital deposit return schemes, and EPR compliance data analytics. Solution modules extend the platform to product authentication, D2C marketing, reuse/refill, and the Ecotrace programme providing barcode-level recycling data to brands and waste operators.
Product overview
Polytag offers a connected packaging platform that enables real-time data on product and packaging lifecycles. The platform comprises core technology products (QR Codes and UV Tags), solution-specific offerings (Digital Product Passports, Digital Deposit Return Schemes, Product Authentication, D2C Marketing, EPR Data, QR Reuse and Refill), and the Ecotrace Programme for industry-wide recycling traceability. The platform is GS1-certified and supports open standards for global supply chain interoperability. The architecture consists of the core data management platform with integrated modules for specific use cases including recycling traceability, consumer engagement, and regulatory compliance.
Differentiator
Problem solved
Functional benefit
Brands
- QR Squared by Polytag: A GS1-certified QR code creation platform focused on creating GS1-approved QR codes for brands beyond recycling applications, including supply chain, retail, and consumer engagement.
Products and services
- QR Codes
Quantifiable outcome
- 100% detection accuracy on high-speed conveyor lines at 20 frames per second
- +5 more outcomes
Companies that use Polytag
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
Polytag technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature5 records
Polytag partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- XactcorePartnership to launch integrated, end-to-end digital product passport solution combining Polytag's data management platform with Xact's coding and factory systems integration capabilities. Addresses fragmented supplier landscape for DPP implementation as EU ESPR makes DPPs mandatory from 2027.
- Interket UKcore12-month R&D partnership to develop commercially available UV-readable label technology. Embeds Polytag UV tags into labels detectable in MRFs for real-time recycling data. Used by leading retailers including Ocado and M&S.
- ReconomycoreLondon-based circular economy specialist partnered to install Polytag UV tag detection technology at Casepak's MRF. Provides brands real-time data on packaging recycling rates for EPR compliance and sustainability progress reporting.
- Zebra TechnologiescoreIntegration of Zebra Technologies' Aurora Vision Library into Polytag's waste tracking system, achieving 100% accuracy detecting and tracking single-use plastics on high-speed conveyor lines at 20 frames per second. Partnership with Automatica reduced costs while enhancing scalability.
- Pellenc STcoreCollaboration combining Pellenc ST's advanced sorting technology with Polytag's invisible UV tag watermarks to enhance material recovery and traceability. Pellenc ST offers innovative solutions for intelligent and connected sorting lines.
- GS1coreGlobal standards partnership. GS1 is the only authorized provider of Global Trade Item Numbers (GTINs) with 118 local memberships operating across 150 countries. Polytag is a GS1 certified partner using GS1 standards for all QR code products.
- DDRS AlliancecorePartnership with non-profit collaboration of world's leading industry and technology organizations working to build and validate a Global Standard for Digital Deposit Return Schemes.
- CiteocorePartnership with French organization set up by consumer goods and distribution companies to reduce environmental impact of packaging through solutions for reducing, reusing, sorting, and recycling. Achieved 100% detection of UV-tagged single-use plastic bottles in Citeo-operated MRF.
- EcoembesmajorPartnership with Spanish non-profit corporation supervising waste recycling, collaborating with citizens, public entities, and businesses to make domestic packaging recycling a reality in Spain.
- RECOUPmajorUK's leading independent authority and trusted voice on plastics resource efficiency and recycling.
- BiffacoreLong-term partnership with UK waste management company providing collection, landfill, recycling and special waste services. Extended Polytag network coverage in London for real-time packaging traceability for household brands.
- Independent MRF GroupmajorCollective voice representing material recovery facilities across the UK.
- WRAPmajorGlobal environmental action NGO. WRAP CEO Catherine David praised Polytag's whitepaper on EPR that works, expressing hope it inspires more work in the sector.
- AMRC CymruminorAdvanced Manufacturing Research Centre in Wales. Hosted demonstration days with over 100 guests from 50 major brands to showcase Polytag technology.
- EcosuretymajorCompliance scheme supporting Polytag Ecotrace programme for transparent and traceable recycling data as part of shared vision for circular economy.
- Welsh GovernmentminorGovernment partner supporting Polytag's operations in Wales and regional initiatives.
Scale indicators8 records
Recent moves6 records
Expansion highlights7 records
Polytag competitors and assessment
Company assessmentBroad incumbents
- Avery Dennison: Global leader in pressure-sensitive and RFID/smart labels serving FMCG and retail supply chains. Highly comparable because both companies provide intelligent label technology (Polytag's QR/UV tags vs Avery Dennison's RFID/NFC and atma.io connected-product cloud) used for traceability, brand protection, and supply-chain visibility across consumer goods.
- TOMRA: Global leader in sensor-based sorting, reverse vending, and recycling technology, including optical sorters and DRS infrastructure. Comparable because TOMRA's optical sorters and DRS systems are the incumbent infrastructure layer with which Polytag's UV-tag detection integrates (e.g., via Pellenc ST) and competes for the same recycling-traceability and DRS budgets.
Direct peers
- Digimarc: Provider of digital watermarking technology for product packaging, enabling item-level identification, authentication, and recycling-sortation signalling. Directly comparable to Polytag because Digimarc encodes machine-readable identifiers directly on-pack and on labels — competing for the same Digital Product Passport and recycling-traceability mandates in retail/FMCG.
- ScanTrust: GS1-conformant secure QR-code platform for brand protection, supply-chain traceability, and consumer engagement. Directly comparable to Polytag because both sell GS1 Digital Link QR-code stacks to FMCG and pharmaceutical brands for anti-counterfeiting, traceability, and end-consumer engagement.
- Circulor: Supply-chain traceability platform combining blockchain with material passports for batteries, plastics, and minerals. Directly comparable because Circulor also targets EPR, DPP and circular-economy compliance for industrial materials — overlapping with Polytag's Digital Product Passport and EPR-data offerings in regulated supply chains.
Emerging players
- Greyparrot: AI waste-analytics platform that uses computer vision at MRFs to characterise material streams and generate recycling insights. Comparable because both companies deliver real-time data on packaging flows at materials recovery facilities, though Greyparrot uses visual AI rather than UV-tag detection.
- Recycleye: UK-based AI company applying computer vision and robotics to waste sorting and recycling facility intelligence. Comparable to Polytag because both serve MRF operators and brand owners with real-time, item-level data on packaging recycling, addressing overlapping EPR and PPWR reporting needs.
- AMP Robotics: US-based AI and robotics company deploying computer-vision-guided sorting systems at recycling facilities. Comparable because AMP competes for the same MRF technology budget that Polytag targets with its UV tag detection and Ecotrace programme, addressing packaging-sortation accuracy for brand and EPR reporting.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Polytag social profiles
Digital presencePolytag compliance and trust
Trust signalCompliance3 records
Polytag financial estimates
Financial estimateRevenue estimate
Valuation estimate
Polytag leadership team
Management profileNumber of profiles
Profiles7 records
Polytag funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Polytag M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Polytag
What does Polytag do?
Polytag develops invisible UV tags and GS1-compliant QR codes embedded in product packaging to enable real-time tracking of packaging through material recovery facilities and recycling supply chains. The company's connected packaging platform combines UV tag detection (integrated with Zebra Technologies' Aurora Vision Library for 100% detection accuracy on conveyor lines) with QR code-based consumer engagement tools, digital product passports, digital deposit return schemes, and EPR compliance data analytics. Solution modules extend the platform to product authentication, D2C marketing, reuse/refill, and the Ecotrace programme providing barcode-level recycling data to brands and waste operators.
Is Polytag a public or private company?
Polytag is a private company. It is classified as venture growth investor backed and is currently operating.
When was Polytag founded?
Polytag was founded in 2018. It employs 1 to 10 people.
Where is Polytag based?
Polytag is headquartered in Wales, United Kingdom, in the Europe region.
How does Polytag make money?
Four revenue lines are on record. UV Tag Technology Licensing is the primary driver. The others are QR Code Platform Services, detection Hardware and recycling Data Analytics.
Who are Polytag's main competitors?
Broad incumbents on record are Avery Dennison and TOMRA. Direct peers are Digimarc, ScanTrust and Circulor. Emerging players are Greyparrot, Recycleye and AMP Robotics.
Does Polytag have an API?
Yes. Polytag offers a public API for developer integration, accessible through their Developer Portal. The platform provides API documentation and integration capabilities for GS1-compliant QR code technology and UV tag data management. Developers can build automations using the API for supply chain visibility, consumer engagement, and market intelligence capabilities. Developer documentation is at doc.polytag.io/Polytag-Help-Centre-263d6e2168e04c2db7872d7ef243a6fb?pvs=74.
What industry is Polytag in?
Polytag's product category is Packaging Traceability Software. Its primary akta.pro industry code is IMALANAJ, Anti-Counterfeit & Authentication Packaging (Holograms, QR/NFC, Track-and-Trace), with a secondary code of IMALAKAK, Specialty & Functional Labels (Linerless, RFID/NFC, Braille, Smart). Its NAICS code is 561910 and its SIC code is 3089.