Waitrose has scored a first with Shere Print by launching digitally printed lidding film on salad bowls into stores this week.
Shere Print has produced digitally printed lidding film, using HP Indigo WS6600 press, for Waitrose's Mediterranean salad bowl, and it is believed to be the first digital print on lidding film for food products in the UK.
The product has been produced in partnership with Waitrose and Wingland Foods.
Karen Graley, packaging and reprographics manager at Waitrose, said: 'An advantage of digital print is that we can go to market quickly, making products more relevant for our customers.'
Shere Print is the digital arm of Ultimate Packaging and was set up in December 2011 with the objective to supply digitally printed flexible packaging to the UK marketplace.
Wingland Foods said in a statement: 'We are delighted to be launching this trial with Waitrose and congratulate Shere Print on solving the technical obstacles and we look forward to exploring the full potential of digital print in the future.'
The development of digital print for the flexible packaging sector has been well supported by retail buyers and major brand owners, according to Shere Print. The company said that production time for packaging can be reduced as design files can be sent straight to the press with no additional set up.
Chris Tonge, sales and marketing director at Ultimate Packaging and Shere Print said: 'Digital print requires no plates or extended set up, so we are able to give our customers shelf-ready packaging within hours.'
Shere Print has invested £1 million on the narrow web HP Indigo WS6600 press and finishing gear, and next year will take delivery of the wide-format HP 20000 press, which will enable the business to produce a full range of flexible packaging.
This was announced earlier this year as a world first by HP at Drupa, the international print-media fair, where it was awarded Shere Print 'Beta test-site' status.
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