The 625m2/hr UV flatbed, which was launched at Fespa on Tuesday, will be delivered directly from the show to Swanline’s Stone, Staffordshire facility.

“The investments we make are typically on behalf of our trade customers, and we know that we can fill the capacity no problem,” said Swanline managing director Nick Kirby.

“We have a 60/40 packaging/POS split and we anticipate the technology on the 10000 will enable us to grow both parts of the business.”

The £10m turnover, 80 staff business looked at a number of rival machines, but said that their platforms were “pretty much at their limit”, while the HP, with its new HDR technology, would be “continually upgraded”.

“The 10000 raises the bar on the speed and, importantly, quality perspective so it will definitely encroach on short run packaging. I think it’s comparable to offset litho,” he added.

As well as the FB10000, the company has bought three Esko Kongsberg XP and XN large-format digital cutters and has taken on an additional three staff in anticipation of its arrival.

Swanline’s machine will go into production towards the end of July and will be configured with three-quarter automatic loading.