DECEMBER 22, 2025 – Plus Brand® Industries is advancing All-Scratch!®, a patented, market-tested ownership identification technology that reduces confusion-driven waste. The unique consumer technology has proven the potential to directly impact the excess waste caused by over two trillion single-serve beverage containers produced and consumed globally each year. Everything from bottles, cartons, cans, and aseptic packages designed for hygiene, portability, and individual use are affected.
Yet a significant portion of these beverages are discarded not because they are expired, contaminated, or defective, but because of one unresolved question at the moment of use:
“Is this mine?”
When ownership is unclear, people default to disposal. In other cases, individuals unknowingly consume a beverage that belongs to someone else. Both outcomes are driven by the same root cause: confusion.
All-Scratch!® was created – and has clearly demonstrated – to eliminate that confusion with a single, intuitive action.
VALIDATED IN MARKET, DESIGNED FOR SCALE
All-Scratch!® is not a concept or pilot.
The patented scratch-based ownership identifier has been market tested on Agua Plus, where it has been deployed across millions of bottles sold to consumers. In real-world conditions, consumers consistently understand the interaction, use it intuitively, and respond positively to the added clarity.
This adoption confirms a critical insight: People don’t need training to use All-Scratch!®. They simply like it – because it solves a real problem instantly. Validation such as this positions All-Scratch!® within a rare category of solution, one that reduces waste and risk without requiring behavioral change.
THE SCALE OF CONSUMER-DRIVEN WASTE
Packaging accounts for approximately 40% of global plastic waste, and beverage containers represent a substantial share of that volume. Across all materials, hundreds of billions of beverage containers are discarded annually, many of them after being opened or partially consumed.
Each discarded container represents:
This waste occurs across nearly all shared environments:
In many cases, the deciding factor is not quality – it is uncertainty of ownership.
WASTE AND HEALTH RISK ARE CONNECTED
Ownership confusion does more than drive waste – it also introduces avoidable health risks. Public health guidance has long advised against sharing beverages, as doing so increases the risk of transmitting respiratory and oral pathogens through saliva contact and surface exposure.
These concerns have gained renewed attention in recent years as societies remain alert to respiratory illness transmission, including COVID and seasonal viruses.
Globally, unsafe food and beverage consumption contributes to:
While single-serve packaging reduces many contamination risks, ownership ambiguity reintroduces risk once a beverage has been opened. When people are unsure whether a beverage is theirs, they face a trade-off:
This is a lose-lose outcome driven by confusion, not failure.
WHY SINGLE-SERVE PACKAGING IS NOT THE PROBLEM
Single-serve containers exist for essential reasons:
Bulk dispensing systems, while appropriate in limited settings, introduce documented sanitation challenges and do not solve individual ownership identification. In shared environments, they often increase ambiguity rather than reduce it.
The issue is not single-serve packaging. The issue is preserving clarity after distribution.
HOW ALL-SCRATCH!® WORKS – PRECISELY
All-Scratch!® is a patented ownership-identification technology. It does not:
Instead, it performs one essential function: It allows a person to instantly identify whether a product is theirs.
By scratching a designated area on the package, a unique identifying mark is revealed – confirming ownership without opening the container or altering its contents.
This single interaction addresses the most common cause of:
OFFSETTING WASTE AND DETERRING RISK THROUGH CLARITY
By answering the question “Is this mine?” at the moment of decision, All-Scratch!® helps reduce waste. Fewer beverages are discarded unnecessarily, much less packaging and product loss occurs and embedded resource waste is reduced.
Equally as important, sharing-related health risks are deterred with fewer accidental instances of drink sharing, reduced uncertainty-driven consumption and increased behavior aligned with existing public-health guidance.
All-Scratch!® does not eliminate waste or health risk – but it removes a major driver of both: confusion. At the scale of trillions of single-serve beverages, even modest reductions in confusion-driven behavior create meaningful environmental and public-health impact.
LICENSING A SOLUTION PEOPLE ALREADY USE
For licensed partners, All-Scratch!® offers:
Licensing models are designed to scale across portfolios, geographies, and institutional environments. Early interest from iconic, multi-billion-dollar organizations reflects recognition that ownership clarity is a missing layer in modern consumer systems – and that All-Scratch!® has already proven it works.
A FOUNDER’S COMMITMENT TO SOLVING CONFUSION
All-Scratch!® was created by Chad Willis, founder of Plus Brand® Industries and inventor of the patented technology. Through years working in consumer products and manufacturing, Willis repeatedly observed how simple uncertainty drives unnecessary waste and risky behavior – even when products are intact and usable.
Rather than adding complexity, Willis focused on a simple principle: “If people know, they don’t guess. If they don’t guess, they don’t waste or share by accident.”
Today, Willis is dedicating his work to reducing confusion-driven waste and risk at global scale, believing that clarity — even in its simplest form — can materially improve outcomes for health, the environment, and trust.
ABOUT PLUS BRAND® INDUSTRIES
Plus Brand® Industries develops patented, market-tested technologies that reduce waste and improve clarity across global consumer systems — enabling better decisions, less loss, and more responsible use of resources.
Plus Brand® Industries, the consumer packaged goods and technology company behind the world’s first confusion-prevention and package-level verification platform, today announced the launch of its Latin America expansion strategy, anchored by production in Mérida, Mexico, and near-shore distribution through La Guaira, Venezuela … Read More
Plus Brand® Industries, the technology-first CPG company behind Agua Plus® and the patented All-Scratch!® confusion-prevention packaging system, today announced a strategic pivot … Read More
