"A roll of labels is fed through the machine and the print run is sliced up into convenient easy-to-handle sheets," said project manager Brendan Etheridge.

"Customers can simply use their labels almost like buying a book of stamps."

He added: "The sheeting guillotine allows customers to take away easy-to-transport sheets for use as magazine inserts or mailshots."

The 40,000 device, supplied by AB Graphic, joins the UK's second eight-colour Gallus press.