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Thirdly, technological advancement has allowed greater innovation in pack appearance, especially in terms of pack structure (size, shape, closing mechanism) and non-visual sensory elements intended to create a multisensory appeal (such as textures or coatings to create tactile effects, aroma technology or auditory cues)

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If triggered, those penalties could add up to a per-pack price increase of $1.50 over a 10-year period