The proofing substrate became available a week ago, to be sold alongside a similar semi-matte paper released at Drupa. Its price varies depending on quantity bought.

The paper is GMG’s first matte surface to contain Optical Brightening Agents (OBAs), similar to much of today’s printed stock. Its base material is recyclable and is available in widths of 430, 610, 1,070 and 1,120mm. It was almost four years in production before its release and was beta-tested from early 2016.

A GMG spokeswoman said the semi-matte and new matte proofing media had so far been selling well and had attracted a lot of interest.

"About 50% of our clients have jumped on board and have started buying it, purely on a job-to-job basis and depending on the client and what the client wants. A lot of people who were complaining about how yellow our last paper was are pretty happy with it," she said.

GMG said the product can solve the problem of design agencies and print companies not being able to deliver visual matches between proofs and prints due to their substrates not containing enough fluorescence.

OBA matte 150 has similar levels of fluorescence to that of popular production paper.

GMG director Ian Scott said: “GMG ProofMedia studio OBA matte is the latest edition to our new, expanded range of proofing paper. This new generation of paper perfectly reflects the market’s requirements in both its exceptional colour prediction and environmental credentials.”

Founded in 1984, Tubingen, Germany-headquartered GMG develops and supplies colour management products worldwide, including its GMG ColourProof and GMG InkOptimizer. It has offices in several countries, including one in Norwich.

Last year, the company offered free ISO colour health-checks at Duplo's Northern Lights event.