The manufacturing giant has said that it is not here "to get rid of digital" but to showcase the benefits of faster makeready and short-run printing through its Anicolor technology.

Richard Bradley, marketing manager for B2 and B3 presses at the firm said the press offers a break-even point of "between 150 and 200 sheets" while offering fast makereadies of around three or four minutes.

"Digital has a different role, the ultra short-run jobs, but for longer-run, higher-volume work, the Anicolor does things quicker at a smaller cost," said Bradley.

On the opening day of the show, Heidelberg also announced that Derby-based Colourstream had taken delivery of the UK's first SM 52 Anicolor long perfector.

The unit, which is only the second in the world in a 10-colour configuration, marks the 32-staff firm's first foray into the B3 printing market.

Colourstream is replacing one of its existing B2 SM 74-10P machines with the new Anicolor, a press it anticipates will "fit in the middle ground" between its digital and high-volume litho kit.

John Greene, managing director at Colourstream, said: "The calculations we have done suggest the breakpoint between our HP Indigo and the Anicolor is about 200 copies."

The printer, which is looking to grow its £3.6m turnover past the £4m mark in the next 12 month period, anticipates the Anicolor's low start-up waste paper level will complement its ISO 14001 environmental standard.

Heidelberg is exhibiting on stand 411.