Entrepreneur Peter King launched Pice Application Systems Ltd (SAS) in 1999, which specializes in electrostatic technology for applying flavorings, coatings, powders, additives, vitamins, spices, and oils to foods and pharmaceutical items. SAS is based in Oxfordshire, UK, and has a global presence in Africa, Asia, Australia, Europe, North and South America, and Oceania.
Its revolutionary solutions have been implemented in over 2,000 manufacturing units worldwide. SAS works with a variety of industries, including snacks, bakery cereals, cheese, confectionery, fish, frozen foods, meat, nuts, pet food, vegetables, and medicines. Its award-winning technology provides cost-effective and sustainable solutions that ensure materials are applied efficiently and uniformly.
SAS systems can be retrofitted to current drum-based manufacturing lines, reducing the investment in new equipment, or offered as complete flavor coating systems for new manufacturers.
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Frequently Asked Questions
Yes, particularly in reducing ingredient waste and energy usage. By improving transfer efficiency (more coating sticking to product, less lost to air or equipment), manufacturers use fewer raw materials. This aligns strongly with global sustainability pressures, especially in regions where input costs and environmental regulations are tightening.
Absolutely. One of the most strategic implications is precise micro-dosing of vitamins, minerals and bioactive compounds. Electrostatic systems can ensure even distribution of sensitive ingredients, opening opportunities in health-focused snacks, fortified staples and even pharmaceutical-food convergence products.
Electrostatic coating shifts seasoning from a “loss-heavy” process to a precision-controlled application. Traditional drum coating relies on gravity and adhesion via oil, which often leads to uneven distribution and material waste. SAS technology charges seasoning particles so they are attracted directly to the product surface, significantly improving adhesion efficiency. This reduces seasoning loss, lowers raw material costs and minimizes rework. At scale, even small efficiency gains translate into major cost savings, making electrostatic systems a strong economic differentiator.
Electrostatic systems deliver controlled, uniform particle distribution, reducing variability caused by operator differences or environmental conditions. This is critical for multinational food brands that must maintain consistent flavor profiles across regions. By standardizing seasoning application through physics rather than manual adjustment, SAS helps ensure that a product tastes the same regardless of where it is produced.
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This content was last updated on September 19, 2025
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