The firm, based in Essex, rebranded two years ago, changing its name from Intercolour to the moniker of its parent company in order to reflect the growing similarities between the products sold.

The UK division has been known for its UV inks and coatings for the narrow web market, said technical director Paul Regan, but 18 months ago, management decided to add inks suited to the continuous feed and sheetfed market to give the subsidiary "extra feet to stand on".

"The UK is the biggest market in Europe for UV inks and coatings. We have money in the budget for exhibitions like this and we are trying to push our profile in the UK market," he said.

He added that, despite an upcoming showing at LabelExpo in Brussels later in the year, Zeller + Gmelin UK felt that there were also "great opportunities at smaller exhibitions" such as North Print & Pack, taking place on 14 to 16 May in Harrogate.

The team booked a 12sqm stand earlier this week and are yet to decide exactly what products they will take, but will be on hand with brochures, leaflets and personal advice about their products.

Regan said that colleagues had visited the show before, but 2013 was the first year that the UK arm had "taken the jump" to book its own stand.

"We will see if it works. If it does, we’ll definitely be back again," he said.