Coupled with TheMagicTouch's CPM transfer paper and the sub-£2,000 white toner equipped OKI C711WT laser printer, Listawood's SatinMugs will allow printers to produce high-quality promotional mugs for the B2B market in any Pantone colour.

Jim Nicol, managing director of TheMagicTouch, said that the quality of the product together with the ability to print on any colour mug, rather than just the traditional white or the four different colour options the firm offered previously, were "game changing".

"The difference is this mug is just going to blow people away," said Nicol. "The perceived value when you put it in your hand is just beyond anything that anyone has had.

"Printing on white mugs has been about for 30 years - this is like a missing link: it's dishwasher safe, it's full colour, and we can do any Pantone colour mug you want, which has never been possible before."

Since forming the partnership TheMagicTouch has doubled the number of standard colour mugs it stocks, from four to eight. Standard colours now available are: white, blue, cyan, red, green, yellow, pink and black.

In addition, printers can order any Pantone colour with a minimum order volume of 1,000 mugs. Nicol said he expected these colour-matched mugs to prove popular with brand owners, adding that the firm had already had its first order.

"We've had a request now for some gold mugs, from an ad agency on behalf of a particular client," he said. "We're turning these round in seven days just about, but more importantly if you were dealing with China, you'd be waiting eight weeks and you'd have to buy a minimum of 10,000 to 12,000 and whose ordering those sorts of volumes anymore?"

Nicol added that with TheMagicTouch's CPM transfer paper and the white toner option on the sub-£2,000 OKI C711WT, printers could print runs of one, allowing them to target lots of new markets for a low setup cost.

He cited the example of Coca-Cola's personalised bottle promotion last year, which led to a 21% uplift in sales in the UK, as evidence of the potential returns to be had.

"Our own experience and research has confirmed the market for white mugs into the B2B market has become very competitive," said Nicol. "This new opportunity will give everyone a good chance of making some money and creating new business opportunities."

TheMagicTouch is exhibiting at Fespa Digital 2014 in Munich this week, on stand A1-280.