The cylindrical plastic gadget can be fixed to printed display units or shelf edges. The system was developed and patented by US firm Ad-Tech and Bezier claims it can display "four times more information via a pull-down blind".

The unit created for Dulux Weathershield is 18cm long with a 30cm pull-down screen. Allied Bakeries is using the system for in-store campaigns for its Burgen range of breads. "Providing product information at point of purchase is difficult," said Allied Bakeries communication executive James Foster. "We have considered leaflets but these can be difficult to site and need replenishing."

Last month Bezier announced it was to move from its Wakefield site following recent growth. It also has sites in Bristol, Poole, Marlow and London.