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Following comprehensive analyses and improvements to our packaging concept, we greatly reduced raw materials and energy required for our packaging in 2010. Some of this was achieved by very simple measures. For example, we decided to reduce the printed area on new packaging from 60 to less than 10 per cent. Our printing ink is now water-based, environmentally friendly and solvent-free. By using certain types of corrugated cardboard and sophisticated designs, we were able to use less materials, by around 20 per cent. Moreover, we have completely changed the nature of our packaging material: