Nigel Anderson, managing director at the Manchester-based business, said: "We are always getting calls from people asking for finishing services, which is understandable when we are Alchemy Print Finishers. But we are predominantly a coatings company – we only really do die-cutting and we want a name that reflects what we do."

The company changed its name at Companies House on 27 October 2009.

Anderson added: "I think we picked the wrong climate to make this announcement. Everyone is asking if we have pre-packed, it's just a name change."