The idea for the on-pack dry peel fridge magnets was presented to Sainsburys by the Kent-based creative labels and packaging company, who then produced the final concept.

According to Sainsburys the idea was to provide customers with an added value item, while providing details of its website where online recipes could be found.

The magnets were produced using Leading Edges bespoke 13-colour multi web press and printed UV flexo, bringing three webs consecutively through the press.

Laminating and die cutting were also done inline.

Leading Edge had a turnover in excess of 18m in 2003.