American packaging and printing business SunDance has widened its internal packaging production with the addition of an HP Indigo 200K digital press.

According to the company, the press will increase capacity for flexible packaging wraps, custom pouches, and pressure-sensitive labels.

The new system is also intended to help meet demand for shorter lead times and allow work on larger packaging orders that had previously been beyond digital print limits.

SunDance president JohnHenry Ruggieri said: "For product marketers, packaging is as important as the product itself.

"Given the intense competition for in-store and virtual shelf space, eye-catching flexible packaging and impressive custom pouches are essential to successful sales."

The company said HP Indigo technology has, over the past six years, improved the look and wear performance of flexible packaging and has continued to contribute to developments in that segment, including the pouch category.

HP said many of its customers are seeing annual print volume growth of as much as 40% because of changes in print speed and capacity.

SunDance said the installation forms part of its continued investment in operations and US-made print and packaging production.

It added that the press fits with its sustainability approach by cutting surplus stock and production waste.

The company recently enlarged its manufacturing site to support acquisitions, including the HP Indigo press and the Heidelberg Versafire LV. Further upgrades are planned over the coming months.

Founded in 2007, SunDance provides multi-channel marketing services including design, printing, packaging and related operations.

In September 2025, SunDance launched a cube-shaped pouch packaging, POUCH³, which reduces material usage by 30% compared to traditional stand-up pouches.