What is it and when was it launched?
The MX label press, which was launched in June, is touted as an entry-level flexo label press and is a cut-down version of Gidue’s S-Combat series. Fitted with Gidue’s Flower flexo printhead, the MX also features the full belt drive system from the S-Combat, has a 370mm web width and runs at a top speed of 180m/min.

What does it do?
The MX comes in two versions: the MX Naked, which ships with eight print cylinders, one magnetic die and eight anilox rollers; and the Ready-to-Go, which features an additional 56 print cylinders, seven magnetic dies, four anilox rollers and one varnish roller. Both models are supplied with a die-cutting unit and laminator in fixed position with a cold foiling kit.

Who is it aimed at?
Priced from €250,000 (£200,000), including delivery, training and installation, the MX is designed specifically for self-adhesive label printers serving markets such as logistics, food and beverages.

Manufacturer Gidue says the MX is suitable for those breaking into the self-adhesive label industry, letterpress label printers who want to enter the rotary flexo market at "reasonable cost" and those that want add-on productivity without a big investment.

Keith Robson, managing director of Gidue’s UK distributor, Global Print Services (GPS), says: "It really is perfect for newcomers to the market and printers who want to add a bit of extra capacity without spending a big budget on a new press.

"The beauty is that it suits quite a lot of markets and requirements. It prints high-quality work at a price you might pay for a secondhand machine."

Robson says that the MX is also a good choice for smaller printers who want to expand their range of colours. "The market has changed and everyone needs more colours these days because that’s what the market wants – more elaborate label design," he says.

What is its USP?
By developing the MX as a stripped-down version of its S-Combat series, Gidue say it has been able cut down on manufacturing costs, but still offer a high-quality press at an affordable price.

Gidue sales director Cristina Toffolo De Piante says: "The need for self-adhesive labels is growing worldwide and there is a need, particularly in emerging countries, for additional capacity of high-quality label production. By offering a standardised MX press, we could reduce manufacturing costs and offer Gidue quality and reliability at a fantastic price for converters globally."

The MX is also being marketed with a unique ‘no-maintenance’ assurance, which states that the machine will not need maintenance or manual intervention, such as greasing and general care, for the first two years of its life.

How easy is it to use?
De Piante says the no-maintenance feature makes it even more suited to newcomers with limited knowledge of rotary presses and allows it to be used "effectively by operators without any skills in flexography or self-adhesive label production".  

Robson adds: "Most presses have to be maintained every six months, but through careful design, Gidue
has been able to do away with maintenance for two years which is a really big saving, especially for small printers."

Gidue offers a 30-day lead time from order to delivery with installation and training carried out by GPS.
Robson says: "In this product you are getting the quality of the Gidue Flower flexo printhead, which gives the best quality and fastest changeover on the market, and coupled with the no-maintenance feature, this is a fantastic option for a lot of printers.

"The press is easy to operate as there is very little on it that requires adjustment. You can rely on it."