Iceland Foods Embraces On-Demand Digitally Printed Food Packaging

HP Indigo 20000 printer

Iceland Foods is the first British retailer to use digitally printed flexible packaging, produced on Ultimate Digital’s newly commissioned wide web press.

The packaging ordered by Iceland features the new British sausage range. Ultimate managed the complete process, from order to print and lamination; delivering the film to Iceland’s sausage supplier for packing in only 10 days, following Iceland’s initial order.

Iceland Own Brand manager Ian Schofield said: "We have been working with Ultimate Digital for some time to develop an on-demand, digital model. A reduced artwork process and no need for printing plates means we can now rapidly produce printed flexible packaging for new projects."

Iceland Foods is focused on maintaining quality, while developing an increasingly reactive approach to packaging production.

Digitally printed packaging has proved to be the perfect tool for Iceland Foods to launch new products to market quickly.

"Test marketing of actual products in store, customised, regionalised products and special promotions can now be produced in small volumes on really short lead times."

Describing the process, Ian said: "The chilled British Sausage range has been launched on a very tight deadline. Ultimate digitally printed the packaging film on their recently installed HP Indigo 20000 wide width press, using only four process colours and white resulting in superb quality packs and a successful launch for Iceland."

Ultimate has a 15 year history in the manufacture of printed, flexible packaging and as a business are regarded as an innovative and responsive supplier, producing high-quality, flexible packaging for food manufacturers across the UK.

Ultimate owner and director Chris Tonge said: "With a large percentage of flexible packaging specifications now achievable using digital print technology this is a real game changer for brands and retailers. Test marketing of actual products in store, customised, regionalised products and special promotions can now be produced in small volumes on really short lead times. "

Digital print complements the Ultimate flexo business, attracting new, big brand clients who are looking to increase consumer engagement using digitally printed packaging that features customisation, personalisation, one off designs and promotional links.

The Ultimate business has a broad capability and can offer customers a complete packaging service from design to digital print, flexo print, and packaging research and development.

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