The new addition will increase capacity by a third and the company expects it to help continue year-on-year growth of up to 25%, taking annual turnover to £4m.

The Cheetah prints at 30m/min and is nearly 60% faster than any other press in the current Xeikon portfolio.

CS Labels managing director Simon Smith said: “At this speed, the Cheetah will take on much longer runs on standard paper and polypropylene substrates. We want to free up the flexo capacity on the other machines.”

Smith would not reveal the cost of the new machine. The Cheetah will join an existing line up at the Willenhall, West Midlands firm of three Xeikon 3300 digital presses and a 3500 machine.

Smith added: “We have noticed a growth in demand for longer digital print runs, culminating with an order for 50,000 linear metres at the end of last year.

“Where the new Xeikon will have the biggest impact is in raising production efficiency. We can have each of the presses dedicated to a specific product type, with no change-over in substrates or settings required.

“Keeping the same material on the press avoids downtime, and it also means we can offer a broader portfolio leveraging an even more robust production platform and do so more cost effectively.

“We see growth opportunities in peel-and-reveal labels and digital wrap-around labels, and as such need more capacity to produce these.

“Big brands are taking digital seriously now. The 'Share a Coke' campaign in Europe changed everything. It blew away perceptions of limitations to digital.

“Personalisation, versioning, improving the overall quality – these are all made affordable by digital. The result is labelling that generates a better return on investment and market nimbleness.”

Xeikon director for marketing labels and packaging Filip Weymans added: “Selecting CS Labels as a pilot site was an easy decision. Their commitment to digital printing continues to pay off.”

CS Labels works with large global FMCG firms, pharmaceutical and chemical companies, and employs 40 staff.