‘Changing the rules of the game…’

This was how Alon Bar-Shany, VP and general manager of HP Indigo, summarised the onward march of digital print technology at recent Interpack expo in Dusseldorf.  Stating that the world now relied on digital connectivity and on demand supply, he highlighted that, above all, product presentation (printed packaging) needs to be distinctive and relevant.
 
With 5600 HP digital presses in use by 3700 customers worldwide, of which 1400 are producing labels, and represent 76% of the installed machine base in that market, Bar-Shany said the key is customization, personalization and speed to market, and highlighted how various leading brand owners, including L’Oréal, Heineken, Kimberly-Clark, and Wrigley has used HP technology to add value and desirability to its products with significant improvements in sales figures.
 
On show in Dusseldorf was the new e2e carton press working with the ABG roll fed Omega Digicon 2 system for varnishing, foiling, cutting, creasing and sheeting, and the Kama sheet fed platen, which was cutting, creasing and foil stamping.
 
‘What we offer is high quality and value,’ he said, ‘with an extended 7-color gamut, a wide substrate capability, no minimum quantity, minimal waste, the ability to make last minute changes, and be fully legislation compliant.’
 
With the label and sleeve market now viewed as mature, HP Indigo sees flexible packaging and folding cartons as the emerging growth areas.