The high bulk matt papers are suitable for offset printing and are available in weights of 60–80gsm and widths of up to 2,750mm.

Two shades are being offered: vintage, which has a yellow tinge for a classic look, and standard white. The Swedish paper manufacturer said it had noticed a demand for the alternative papers from high-quality magazines.

Holmen Paper sales and development director Tommy Wiksand said: "There is a market for these papers in the special magazine sector, such as fashion and art. There is a good opportunity for magazines to stand apart from the standard offerings with these matt papers.

"Holmen TRND gives an alternative feeling to gloss papers and has great printability for photographic imaging, especially nature shots, as the texture is so raw."

The range is available from Holmen’s London-based UK distributor, Holmen Paper, and across Europe from June.