HP Indigo "Digital Supermarket" at Interpack 2011

BARCELONA, Spain—HP announced that it will use a unique 400 sq. meter ‘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, produced using HP digital solutions including 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 goods, the HP showcase will display branded products that use the 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 quickly and easily refreshed and labels and packaging adapted quickly 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 and label buyers made possible by digital printing are fast response times, shorter supply chains, faster time-to-market and reduction of inventories and waste.

At Interpack 2011, HP’s ‘Digital Supermarket’ will show what is possible using the HP Indigo WS6000 Digital Press. Combined with other partner products, HP will show a powerful end-to-end solution enabling converters and brands managers to see the benefits of digital printing, and learn how to apply them to their own products and service offering.

Since its launch, 200 HP Indigo WS6000 Digital Presses have been installed at leading label and packaging converters in nearly 40 countries, enhancing their product offerings as well as their productivity and flexibility.