ICB has switched from clear film to printed shrink packaging to produce its 50cl bottles.

A spokesman for Leeds-based Roberts Mart said it is the first time the company has worked on an alcohol contract with the business.

He said: "Roberts Mart was chosen because of its turnaround time. Roberts Mart can simply produce the product faster than its competitors."

He declined to comment on the cost and duration of the contract.

The film has been coloured to match the choice of raspberry, pear, blueberry, apple, cherry and blackcurrent flavour.

Mike Carthy, ICB operations director, said: "We had not done anything with printed film before and felt our packaging needed to make a bigger visual impact on store shelves.

"It was a straight forward decision to choose Roberts Mart because not only did they tick all the boxes, but their fast turnaround times convinced us they were right for the job."

Roberts Mart is a privately-owned company that was established in 1852 and specialises in collation shrink films, laminates, paper products and frozen and chilled food films.