According to managing director Neil Ratcliffe, EFI laser Cert 120 matt paper will bring the quality of laser proofing up, potentially saving printers a lot of money.

He said: "Corporate brands like Coca Cola will have very stringent requirements over their colours and in the past, laser quality has not been as consistent as inkjet.

"This substrate allows the printer to use a laser machine for proofing; it is the missing link to bring the technology up to inkjet's consistency.

"The advantage for the printer is, of course, the cost – using a laser machine rather than inkjet can be up to 50% cheaper. I have one customer who put two laser machines in and took out his inkjet machines, and the machines paid for themselves in three months."

The paper has been designed for companies working to ISO 12647-7 proofing standard. In addition to proofing, it can be used for short-run production work and is available from 678 immediately.

Ratcliffe said that 678 Media, which he co-founded with England rugby international Phil Dowson, could provide sample packs of the proofing paper on request.