The work covered 45 different labels on a range of English and European cheeses with runs ranging from 5,000 for the more expensive speciality cheeses to 50,000 for the more popular products.

"Waitrose is a good long-standing good customer of ours," said managing director Paul Roscoe. "The time scale was challenging. We had to go from artwork to labels in a couple of days in some instances, but everything was delivered on time."

Designed in up to seven colours, the labels include a gold-foiled, peel-back coupon detailing provenance information for each cheese within the range, and were printed at BRC-accredited Berkshire Labels' Hungerford site on its Mark Andy LP3000 combination UV Flexo press.

"One of the other issues to solve was the heavy grade of paper that was chosen which, along with a perforated section and adhesive, made it difficult to hold flat," said Roscoe, which the company worked around by adding a tab.

"The tactile paper chosen by Waitrose created a challenge to incorporate a provenance tag, reverse printing and also gold cold foil but after spending time with the Waitrose design team a unique solution was created," he said.