The Sittingbourne-based paper merchant released its new product to the market at the start of the month, promising a premium quality at a competitive price.

With its "exceptional" whiteness, it is being angled at printers looking to produce high-quality brochures and catalogues, while its ‘hybrid’ composition allows it to be run through both digital and litho printing machinery.

Marketing and sustainability director Danny Doogan said: “We are introducing Arctic Snow due to a demand in the market for a high-quality paper grade that bridged the demands of traditional litho and new print technology.

“This is a completely new product for us, and its ‘hybrid’ formulation ensures it can run on litho, laser and HP Indigo processes.

“Deliveries are happening across the UK. We are planning on it to make an impact in what is considered to be the prestige area of the market where the high-white coated and uncoated brands sit.”

Arctic Snow will be sold as FSC certified with a further option from Denmaur for it to be carbon balanced through the World Land Trust’s offsetting scheme. To celebrate the launch, the merchant is sending limited edition signed posters to customers who place orders.

Reels of the stock can also be provided for web offset and CutStar printing.

In May, former Gould Paper Corporation chief executive Harry E Gould Jr took a majority stake in Denmaur, marking his return to the paper industry.

While Denmaur’s board structure remains unchanged, the launch of Arctic Snow is seen at the company as the next “milestone” in its ambitious growth strategy within the sector.

The merchant has a headcount in excess of 100 and turns over £115m, running as dual businesses Denmaur Media and Denmaur Paper following a rebrand and re-organisation last year.