"It opens up so many niche applications," said Colourgen marketing manager Melanie Enser. "It can be repositioned quickly and easily and leaves no residue, which means it can be used on pretty much any clean, flat surface."

Applications include digital wallpaper, window graphics, posters, point of sale, murals and exhibition stands.

Suitable for Canon imageprograf, Epson Stylus Pro and HP Designjet machines it is available in sizes from 610mm-wide by 30m long up, with prices starting at £209 per roll. The base is a mix of polyester and cellulose with an inkjet coating.

The Kodak brand is licensed for use in wide-format media by Brand Management Group, which acquired the rights from Kodak last year.