The company debuted the new service, which it claims makes variable data short-runs cost-effective, at the Easyfairs Packaging Innovations Exhibition.

Mercian Labels is using its recently-installed Xeikon 3300 digital press, coupled with an inline conversion process, to output multiple designs onto printed folding cartons.

"The conventional sheet-fed litho manufacturing process for printed folding cartons limits the creativity that brands wish to incorporate into their packaging," said Steele.

He added: "Digital printing permits the inclusion of personalised content on every pack, with infinite versions for trials as well as inclusion of unique brand protection features.

"The Xeikon imaging technology we use offers fantastic full colour 1200dpi quality using light-fast and FDA-approved food-safe toners."

The company showcased examples on high-quality 400-micron folding carton board, which featured security features such as variable barcodes and variable text.

According to Steele, the new process is suitable for prototyping, market tests, security packaging and unique direct marketing content.

He added: "Our labelling experience shows us that customers who have taken advantage of the benefits of digital printing have seen significant increases in their businesses, as multiple SKUs appealing to smaller – but higher-value – niche markets become cost-effective."