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4R principle

In order to make the packaging of our own brand products sustainable and at the same time reflect the complexity of packaging issues on a global scale, we apply the same approach called 4R in all our markets (derived from the English words Remove, Reduce, Reuse, Recycle). ). We always start with the process of checking whether all the components of the packaging really fulfill their role or are redundant and makes better sense to remove them.

In line with this approach, we are taking steps to:

  • remove product packaging where possible,
  • if they cannot be removed, reduce them to an absolute minimum,
  • re-use, and if this is not possible, then
  • recycle all and thus close the so-called recycling loop.

More about removing hard-to-recycle materials