UK-based Shere Print, the digital arm of flexo packaging printer Ultimate Packaging, agreed on the HP stand at drupa to have HP’s latest machine, unveiled in March, installed as a beta-test site at the end of 2013.

Shere Print has recently installed an HP Indigo WS6600, its first digital machine, and its employees are being trained on the new press as the company gears up for its launch. However, Shere Print has already received enquiries for digital work in time for its expected start-up date in June.

HP said Shere Print was the right company to partner with the Indigo 20000, based on its parent company’s status in the industry and the quality of output achieved in its conventional print shop.

Parent Ultimate Packaging supplies the fresh and chilled food market and is looking to venture into new sectors of the food industry with its digital business. The company is approved to supply all UK retailers, including nationwide supermarkets and brands such as Aunt Bessie’s, Florette and Young’s.

Shere Print and Ultimate Packaging sales and marketing director Chris Tonge said: "Shere Print is a completely separate business model. Going digital will enable us to change jobs incredibly fast, according to seasonal and promotional environments, and bring new products to the market. We chose the HP Indigo 20000 because of its quality and speed."

Ultimate Packaging said it was on target for sales of £50m (€62m) this year, substantially up from its £37m (€46m) revenue in 2011 and it plans to bring in at least £1m (€1.25m) in Shere Print’s first year of business.