The firm has installed four top and base label applicators, which can attach conerflash labels on the top face and barcode and, importantly, Eurohanger labels on the reverse.

The ability to attach Eurohanger labels means that the cards no longer need to be displayed on traditional shelves, but can be sold in hanger packs. This has led to Hallmark launching its range of packed greetings cards in Marks & Spencer stores across the country.

"The Eurohook is a completely new innovation for us from Crusader, and has proven to be very valuable and is working admirably," said Hallmark operations manager Chris Mallows.

The machines produce 60 packs of cards per minute and can handle batches of up to 10,000 without a changeover. Placement accuracy is +/- 0.5mm.

The firms have developed a close partnership over the years, which led to the development of the new machines. "Crusader not only offers a flexible service but also provides us with consultancy, to ensure the equipment is exactly right for us," added Mallows.

Story by Darryl Danielli