The company said the launch of the product, which is available now, is a response to current colour trends.

When overprinted this white board offers a subtle shimmer effect, either with an all over pearl effect or multi-coloured prism lines across the sheet.

Marketing manager Jennifer Deacon said: “The shimmer that Mirri Blanco provides is a bit more discreet than a metallic effect. People are always looking for something new and it’s good to have a more subtle option in our offering.”

The substrate, which is available in sheet size 700mmx1,000mm with a weight of 315 microns, is suitable for items including packaging, social stationery, promotional print or POS.

There is also a completely white gloss product available within the Mirri Blanco range. This is a pure white ultra smooth product that offers a polished gloss effect. This product is available in 280 micron weight and has a standard sheet size of 700mmx1,000mm.

Mirri business development manager Mark Askham, who joined the company last year, said: “‎This smooth white gloss board is also available in large format sheet sizes in a variety of thicknesses and can be produced to a maximum sheet size of 1,270mmx2,100mm or in 1,270mm-wide 50 metre reels, making it ideal for all digital print applications to the POS market.”

Deacon added: “We’ve supplied the POS sector with large-format sheets for a long time, particularly around Christmas for seasonal campaigns. A lot of the mainstream retailers kit their stores out with metallic papers.”

The Mirri Blanco range will be shown at the Retail Design Expo show held on 9 and 10 March at Olympia London. Pricing is in-line with Mirri's holographic range and dependent on the sheet size and quantity required.