HP’S Digital Supermarket at Interpack

HP will use a unique 400sqm‘Digital Supermarket’ themed stand at Interpack 2011 to present brand managers, retailers, packaging and label converters with the business opportunities provided by digitally printed packaging.  These will be produced using the HP Indigo WS6000 Digital Press and printing solutions based on thermal inkjet technologies from HP Specialty Printing System (HP SPS).  The HP stand (FG.15) will be in the courtyard outside Hall 15 at Interpack, 12-18 May, Messe Düsseldorf, Germany.

Featuring supermarket shelves stacked with retail items including wine, food, pharmaceuticals/nutraceuticals, health and beauty products, industrial and household, the HP showcase will display branded products that utilizethe power of digital print to create innovative and high quality packaging and marketing materials.

‘Today’s brand managers are looking for ways to add value and differentiate their brands,’said Alon Bar-Shany, vice president and general manager, Indigo Division, HP.‘HP Indigo digital printing, with print quality as good as or better than flexo, enables brands to be refreshed quickly and easily and packaging adapted for seasonal promotions, special events or even language versions.  Many brand managers have also discovered the benefits of using digital printing for prototyping and market trials, where cost-effective test products may be produced on final substrates.’

Other benefits to packaging buyers made possible by digital printing are fast response times, shorter supply chains, faster time-to-market and reduction of inventories and waste.