Sainsbury's started its own trial of new system, which prints full colour ads and coupons while customers pay for their shop, last week.
The system produces relevant messages based on what customers have just bought and, where available, data on their previous shopping behaviour gathered by the loyalty scheme used by the supermarket.
Catalina's system is well-established in the US. Until now it has only been available in black and white in the UK, with a version used by .
The 11 companies which have signed up for the trial include , and .
has and will be using the trial to drive sales and awareness of its Taste the Difference, Be Good to Yourself, So Organic and Freefrom ranges.
Aidan Kingerlee, shopper marketing controller at , said: "It's great for us to be involved in the first trial of this new technology. The combination of behaviour-based, in-store targeting and full colour imagery is an exciting offering for brands as well as retailers. We look forward to seeing the return of investment it generates."
Catalina also held discussions with Waitrose about using its system, but earlier this month managing director magazine he ruled out the move as coupons did not fit with the company's ethos.