FDBusiness.com

HP has promised to show a wide range of innovative packs that have been digitally printed when it exhibits at Packaging Innovations later this month

The print technology giant will be exhibiting an array of digital print applications, including flexible packaging, folding cartons, labels and point of sale material in a ‘Digital Supermarket’ on its stand.

HP, which sells both Indigo and Scitex digital printers, will use the display to demonstrate how digital printing can differentiate products in an ever-more competitive retail environment.

Julia Cole, HP Indigo UK and Ireland marketing manager, said: “The products that will be on display are inspiring examples of how HP customers can help brands produce packaging that grabs the consumer’s attention, not only due to its vibrant print quality but with its creative marketing features too.”

In terms of equipment, HP will be using the show to promote the opportunities offered by its Scitex FB7600 flatbed press, which prints POS material, and its Indigo 20000 and 30000 presses, which launched at the Drupa show last year and are designed for flexible packaging and cartons, respectively.

Mark Rowland, regional business manager for greater Western Europe and the UK and Ireland for HP Scitex Industrial, said the Scitex technology helped printers “to react quickly to market opportunities while adding value to the packaging and services they provide”.

HP will be on stand B28 in the Print Innovations zone at the show, which takes place on 27-28 February at the NEC in Birmingham.