The strategy is to promote Bordeaux Mix& Match inks – a line that was recently expanded to include UV-curable products specifically developed for printers such as HP, Expedio and Tempo, among others.

The line isi already compatible with most Roland, Mutoh and Mimaki printers, but can save printers as much to 50% compared to original inks. The ‘freedom to choose’ strategy is to remind printers that there are cheaper alternatives.

The Mix&Match has already been rolled out in the US and Dror Mualem, vice-president of marketing at Bordeaux Digital PrintInk, said the aim was to replicate the success in Europe.