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Front and back images of (A) novel and (B) familiar packaging concepts used for the study. (A) (A1) bold, (A2) fun, (A3) every day, (A4) special, (A5) healthy, and (A6) premium. (B) (B1) Ferrero Rocher, (B2) Cadbury Marvellous Creations, (B3) Maltesers, (B4) Roses, (B5) Green & Black’s, and (B6) Lindt).
