Special positioning

"Ink is a strategic issue not just an add-on," maintains Emma Mortimer marketing manager at what is claimed to be the UK's largest producer of flexo inks, Hillbrook Printing Inks. “In the field of speciality inks our products can give packaging a new and attention grabbing finish. Our team continues to break the boundaries by consistently creating new speciality inks.

“We have recently developed some ink ranges that have proved extremely popular. For instance, a large blue chip company now insists its suppliers use Hillbrook Paper-Feel Ink on its packaging because of the special texture achieved. The clean matt finish has become the simple look that consumers associate with fashionable products. It also adds value to the product,” she claims.

The company's pearlescent range is said to create a sense of depth within the packaging, a shimmering look, which changes as light strikes from different angles. “The range has a magical quality and has been popular with packaging children's products,” adds Emma Mortimer. The full range of colours is claimed to have excellent flexibility, and adhesion and scratch resistance. “The fine particle size of the pigments makes the range user friendly and performance enhancing. And this product is proving to have great cosmetic appeal in the market place,” she concludes.