The material was launched this week to EMEA after a beta-testing period of around four months at companies in Europe and the US.

It is intended to provide opacity improvements of around 50% compared to the standard SpotOn whites and will be distributed by Drytac’s exclusive UK distributor Antalis, costing 8% to 10% more than the standard white matte, which is currently available in 1,370x50m rolls for £264.70 per reel.

Drytac European and Asia sales director Steve Broad said: “Lots of people like covering up short-term prints, hiding print behind it, and this let’s you do that so we’re quite pleased with it.

“For short-term advertising if there is something on a wall behind, people use SpotOn as a replacement for wallpaper and this gives that added benefit to the traditional SpotOn white matte, which is doing a really grand job.”

The product is a printable 100micron-thick white matte monomeric PVC film and is coated on one side with Drytac’s polyacrylate adhesive, which is protected by a single-sided, siliconised Kraft release liner. It is compatible with ecosolvent, latex and UV printing technologies and can be repositioned or removed within 12 months of installation.

Launched in 2015 and intended for wall and window applications, the SpotOn range also incorporates its flagship white matte, along with a white gloss, clear gloss, clear matte and the SpotOn Floor 200 wall graphic.

Broad added: “What I’m seeing from the marketplace is that people are looking for our opaque products, along with removability and easy-to-apply, especially in retail. We are seeing lots of specifications from retailers for our products. They are going to the printers and saying ‘We want SpotOn or the ReTac product’." 

Drytac has launched a number of new products recently, including its Protac Anti-Bacterial film, a new film for short-pile carpet graphics and an updated Emerytex laminating film. The Bristol-headquartered 140-staff group has outposts in the US and Canada, with UK sales of around £12m.