The machine forms part of the 3.6m capex spend announced last month by the Sutton-in-Ashfield direct response specialist.

It's the firm's first non-Heidelberg press, and will replace two Speedmaster 102s. The highly-specified 16,000sph machine will be fitted with a host of extras including UV and IR drying and Intelligent Press Control with CIP4 links.

Howitt's product offering includes cardboard engineering, scratchcards, pop-ups and packaging and its 3000LX will be able to handle stock thicknesses from 0.04mm to 1mm.

"Three manufacturers had the press we needed. But Mitsubishi had the quality and the bells and whistles, together with a willingness to do a deal and pull out all the stops to make it happen," said Howitt chief executive Nick Dixon. "Our minders went to look at it and we said 'if they're happy we will buy it'. I'm pleased with the choice."

Mitsubishi sales director Mick Carr said he was delighted to secure the sale: "It was a hard-fought order. The Howitt team saw it running on difficult substrates and were very, very impressed. They are convinced that they will be able to do everything on our one machine that they currently do on their existing two presses."

The deal included "very detailed negotiations" about Mitsubishi's new service and warranty concept.

The press will be installed in around six weeks "as long as it takes to get the ancillaries", Carr added. "We always carry a stock of popular presses. It helps us to win orders, rather than having to tell people they have to wait for six months."