The specialist in inline digital printing named Andy Wragg as its chief operating officer for Europe while Emma Dixon was recruited as finance controller.

DataLase's inkless technology is used mainly in the packaging market for logos, barcodes and expiry dates. Colour-change pigments are applied in a coating and then activated using a laser.

The company employs nearly 30 staff at its main premises in Widnes near Liverpool and has satellite offices in the US and Tokyo. Turnover last year was about £2.5m.

Last month DataLase announced it would be supplying its inline lasering technology to strategic partners Ricoh, KBA and Xerox.

The company said Drupa 2016 threw up “a multibillion-pound opportunity pipeline” and DataLase wanted to keep up momentum.

Vice-president of business development Mark Naples said: “We can't name names yet, but for a small UK-based company our exposure and footfall was phenomenal.

“Our printing technology was on our stand and the stands of Ricoh, KBA and Xerox and the response was validation that what we have is unique and game changing.”

Chief executive officer Chris Wyres said: “Andy and Emma will help us and our global network of strategic partners delver our digital printing technology to a wider customer base.”

Wragg has more than 15 years’ experience in supplying advanced materials and solutions to the semiconductor, packaging, display and photovoltaic industries.

He joined DataLase from Honeywell Electronic Materials (HEM) UK and has expertise in commercial leadership, marketing, technical sales and new business development.

Dixon is an all-round administration professional having held previous roles in financial management, audit and business development.

She joined DataLase from business transformation consultancy Caja where she established and managed the finance and administration functions and supported business development initiatives.