Leaflet+ employs a peelable base label that opens up to reveal 28pp of text, graphics or labels.

The system was used as an insert in Filofaxs 2003 diary to promote a special offer in conjunction with Thomas Cook Direct, including a 100 holiday voucher.

Filofaxs marketing manager, Sharon Golbey, said: "Our Time Management division had done work with Label Converters in the past. It was its recommendation that persuaded us to talk to the company. They were extremely happy with what they had received."

The Leaflet+ inserts were produced in three sizes to fit the Filofax pocket, A5 and A4 versions.

Label Converters marketing manager, Julie Parfitt, said the Filofax contract illustrated the advantage of the system, which can incorporate large volumes of text and images in a limited space.

"It has massive potential. Other possible uses include instruction booklets, warranty and product liability information, money-off vouchers and disposal instructions. It is an innovation that we are proud of," said Parfitt.

The company is conducting further trials with Leaflet+ to incorporate scratch-cards, stickers and thermochromic inks.

Story by John Davies