Label transport shuttle for a printing device

A transport apparatus for transporting labels along a printing path of a printing device, the printing device comprising a payoff roller for supplying a continuous serial supply of labels on a web and a printing assembly for applying images to the labels, the transport apparatus comprising:

• a label transfer station including a first peeling device for deflecting the web supplied by the payoff roller to a take-up roller, the deflection of the web being at such an angle that a label mounted on the web is peeled from the web as the web passes over the first peeling device;
• a discrete carrier for receiving a label as it is peeled from the web and transporting the label along the printing path and through the printing assembly;
• and
• a second peeling device for deflecting the discrete carrier, the deflection of the discrete carrier being at such an angle that the label mounted on the discrete carrier is peeled from the discrete carrier as it passes over the second peeling device.