Profits have improved year-on-year, principally through initiatives designed and implemented by van Boxmeer. One campaign of particular note was 2006’s ‘Fit 2 Fight’ programme, which resulted in a staggering 10 percent annual growth rate with improved sales in vibrant Eastern European markets and typically stale US ones. Annual growth has lessened of late, in large part due to exuberant acquisitions. Last year, revenue grew 3.6 percent, harbouring €17.1bn in revenues.