Lincolnshire-based Shere Print, which was founded in December as a division of the Ultimate Packaging group, chose the press, the first to be installed at the company, for its substrate versatility and print quality.

Ultimate Packaging sales and marketing director Chris Tonge said: "The digital market is still new to us, but our expectations are high. We are aiming to become one of the world’s leading businesses in the digital packaging industry."

The Indigo WS6600 has a print speed of up to 60m/minute and an enhanced productivity mode that HP claims increases press throughput by 33% for most colour jobs and by 25% when adding white ink. It also features an optional Inline-Priming unit for printing onto almost all carton types, enabling customers to choose from a wide range of substrates.

While Ultimate Packaging provides design, photography and flexographic print services to food manufacturers, Shere Print has been set up to offer only digital, narrow web packaging solutions.

Tonge added: "Shere Print is still in the early stages of development, but we are confident it will grow quickly and establish a clear competitive edge. Our existing customers have already shown great interest and are excited to see the first products printed on the new press."