The machine will be installed over the next few weeks and will offer SMEs a three-day turnaround service that has attracted business from a variety of markets, according to managing director Adrian Steele.

"We've developed a market in very quick turnaround orders," he said. "The increased four-colour speed with inline converting delivers a real productivity benefit as lead times from artwork approval to dispatch are now always under three days.

"Our workload in 2011 has been getting increasingly erratic and spiky, but that's the way we like it as our competitors can't react as quickly as we can."

Another attraction of the 1,200dpi 3300, according to Mercian, was its ability to use conventional substrates, so that work was not hampered by having to pre-coat substrates.

The investment marks the culmination of a £1m spend for the £2.5m-turnover company, which also runs a number of other label machines, some of which have been customised for Mercian Labels' other services, such as its tamper-evident products.

Steele said that he would look to grow the VDP side of the 32-staff business as a focus for next year.

See also: 

Mercian Labels Group opens newly refurbished site

Mercian Labels Group buys AC Labels assets