The technology is ink-less, and has been used mainly in the packaging market, for small logos, barcodes and expiry dates.

It is being demonstrated on a Sidel machine, another of DataLase’s partners. 

The technology will combine with Ricoh’s own Fibre-coupled Laser Diode Array (F-LDA) to create an inline digital printing solution on its machines.

DataLase vice-president of business development Mark Naples said: “Inline digital print from DataLase is a unique solution that enables brand owners to gain maximum value from digital printing. These solutions can be integrated directly into existing product lines.”

The systems have been available for some years in black-and-white but are being shown for the first time in colour. They use laser-sensitive pigments, which are incorporated into a coating and applied to cardboard, paper or film substrates.

Naples said the long-term vision is for the laser to bypass the need to print on the reel and print straight onto the product.

He added: “If you imagine things like the Share a Coke campaign and the supply chain that was needed to deliver that solution we say this can actually be done just before the label goes onto a bottle and you don’t have to slow the supply down.”

DataLase employs 26 staff at its main premises in Widnes, Liverpool, and also has three satellite offices in the US and one in Tokyo. It turned over approximately £2.5m in 2015.