Baker Self Adhesive Labels is aiming to open up a larger part of the flexo printing market after investing in the UK's first HP Indigo WS6000 digital press.
The new machine is the East London printer's third Indigo since 2006 and is an upgraded model of the company's previous ws4500 press ordered in 2008.
According to Steve Baker, managing director of Baker Self Adhesive Labels, the WS6000 is a much faster press that opens up longer run jobs that would previously have been printed on its flexo setup.
He said: "Previously, digital was only suited to the shorter runs but this investment has made medium runs an option on the digital side."
The Indigo WS6000 can print at speeds up to 30m2 in four-colour operation and up to double that rate in two-colour mode. This, according to Baker, makes print runs up to 4,000m a cost-effective proposition to print digitally.
"We believe in the technology and have found it to be a valuable offering to our customers."
Baker's WS6000 can print on a variety of substrates ranging from thin flexible packaging material, to folding carton, label and shrink sleeve media.
The company's latest press acquisition will help it serve clients in the technical, pharmaceutical, healthcare, food and drink sectors.
It is driven by the HP SmartStream server for the labels and packaging print markets, which has the ability to handle high volumes of variable data.
Walthamstow-based Baker Self Adhesive Labels was established in 1973 and employs 40 staff. The company's most recent turnover was £5m.