A FIRM'S customers will be able to see their new machinery in action before they even buy it thanks to virtual reality.

Barrowford-based bakery machinery manufacturer Sugden approached Northern Technologies in Nelson for help earlier this year.

Sugden had decided that existing videos showing its machines in action didn't provide the detail or realism needed and wanted to use the latest technology in its marketing.

Managing director Barry Mulholland said: "Customers wanted to see how their machine would look and work before they bought it."

Over the past two months Northern Technologies has created a virtual simulated model of Sugden's crumpet manufacturing plant.

The result unveiled this week gives three-dimensional views of the machine in operation, picking up what videos and brochures could never show.

Unique customised views allow the user to see through solid walls, down to the parts themselves. The new model, which will now be distributed throughout the world on CD, and on Sugden's website will be seen by many of the company's prestigious clients which include Warburtons, Mother's Pride and Sunblest.

Northern Technologies product engineer Brian Cullen, who produced the simulation after extensive collaboration with Sugden, said: "We are constantly looking for new ways to improve our knowledge using new technology, and this project has demonstrated the practical application of 3D-simulation. Its potential is massive."

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