New Director to Drive Spice Application Systems’ Expansion Plans

A new Director, Sean Roberts, has been appointed at UK based Spice Application Systems (SAS) to develop and expand the business into new markets.
Sean Roberts - Director, Spice Application Systems

Sean Roberts – Director, Spice Application Systems

In  the first instance he will be looking to cultivate management systems which will help to enhance the modern B2B environment, as well as customer relationships. Sean says: “The SAS team has been quick to accept me into their family and help me to understand the complexities that electrostatics bring to the mix.  The engineering and customer fulfilment teams are dedicated to getting the job done and that gives me confidence in our ability to expand.”

Sean joins the company with 30 years’ experience in running development teams, research projects, business unit management and the role of customer development and relationship management. He previously worked for ITW Foils, a major worldwide producer of hot and cold printing foils, where his background in chemistry ensured that product supplied met with, or exceeded the relevant regulations in force across varied markets.

SAS Managing Director, Peter King says: “Our aim is to make SAS the go-to, one-stop-shop to improve the application of powders in the food industry through the development of alternative and bespoke systems.

“The challenge is to show the market how the use of electrostatics can improve product control and  consistency, while at the same time provide a cleaner working environment and a quick return on investment.  Sean’s wealth of experience in project management and customer development will make a significant contribution to the future of the company.”

Sean is excited with the prospect of INTERPACK in Dusseldorf in May , which will provide him with the opportunity to meet with existing clients from around the world and to meet new and challenging prospects.  The show promises to be outstanding with record numbers of exhibitors and attendees expected.  He says: “Our Stand is in Hall 2, C15 come and say ‘Hi’,  I’m  really looking forward to meeting you!”

Find out more about SAS at Interpack 2017

SAS goes Low Fat at Anuga FoodTec 2015

Cologne, Germany March 24-27
Hall: 4.2 Stand: C014

anuga-logoSpice Application Systems (SAS) will be exhibiting its latest innovative equipment for adding fabulous flavours to low fat snacks at the Anuga FoodTec exhibition in Cologne from March 24-27.

It will be showcasing its new range of finer electrostatic spray heads, developed in in response to increased demand for dried snacks such as popcorn and popchips, which are now seen as a healthier alternative to more traditional snacks.

Managing director Peter King says the new development is designed to ensure flavour isn’t compromised at the expense of applying less fat and oil.

“These are where electrostatics comes into its own,” he said. “We’re now being asked to apply around 8% of flavouring and powders using as little as 1-2% of oil, which is a lot healthier than previously, when we would have applied up to 10% of oil.

“When you’re using much smaller amounts, the accuracy of application is key, because unless the powder sticks ‘all round’ you’re going to lose flavour, and that’s when customers start to complain.

“By fitting these finer spray nozzles, we’re able to maximise all-round powder application without compromising on flavour. It’s a totally smooth application, without any lumps or clumps where powder falls off, and the added benefit is that powder wastage is kept to a minimum.”

Recognised as an innovator and pioneer in the electrostatic marketplace, SAS specialises in using electrostatic technology to apply flavourings, coatings, powders, additives, vitamins, spices and oils to a wide range of foods, including snacks, breakfast cereals, frozen vegetables, confectionery and dry pet food.

With a worldwide network and support system of engineers, SAS works with food manufacturers around the globe and King says Anuga FoodTec is the ideal opportunity to meet both existing customers and potential new ones.

Electrostatics works by applying a static charge to the powder, oil or slurry as it is being sprayed onto the base product, such as snacks, chewing gum or nuts. As the flavourings and coatings become ‘negatively’ charged, they adhere automatically to the ‘positive’ base product, creating a true wraparound effect.

Thanks to the precise nature of the powder application, the equipment can dramatically reduce wastage, increase efficiency and improve production times by reducing the amount of time required for cleaning, as well as delivering a much better quality product.

Recognised as a leading global trade fair, Anuga FoodTec is the only one of its kind to cover all aspects of food production, including machines and systems, packaging material and analytics, ingredients and services.

For more information on the show, visit and to book an appointment with Peter King email

Anuga FoodTec logo

Record success at Interpack for Spice Application Systems

stand-interpack-2014-webSpice Application Systems had its best-ever show at Interpack 2014 in Dusseldorf last month, generating a record number of enquiries and trials.

Promoting its latest products and techniques, the stand attracted interest from around the world, including Europe, Central Asia, North and South America, and the Middle East.

“It was an excellent show, the calibre of visitors was extremely high and the results were outstanding,” said Peter King, managing director. “Visitors were especially interested in our exclusive electrostatic testing facility at the University of Reading, England, and in the way electrostatics can achieve great results and save money through reduced powder wastage.

“It was also the first time we have had significantly increased interest in electrostatics from manufacturers in the UK, which is very encouraging. Traditionally, the UK market has been slow to respond to this technology and we hope this is the start of a new dawn for electrostatics in UK food manufacturing.”

King says the team fielded enquiries about using electrostatics to apply flavourings and coatings to a wide range of foodstuffs, including potato and pasta snacks, popcorn, nuts, biscuits, bakery products, sweets, meat and frozen vegetables.

Electrostatic testing at University laboratories boosts SAS’s enquiries


The ability to offer companies the chance to carry out electrostatic testing on their products in laboratories at the University of Reading, has seen a rapid increase in the number of enquiries received by Spice Application Systems (SAS).

Earlier this year, the company announced it was launching an exclusive new testing facility and offering support for the trials from a pharmaceutical industry expert. The tests can help manufacturers determine the conductivity of ingredients in order to achieve top class results when it comes to applying flavourings or coatings to their products.

SAS managing director Peter King, said: “Offering companies the chance to effectively ‘try before they buy’ with electrostatics has proved hugely successful and we’ve received a large number of enquiries. We’ve always promoted the benefits of electrostatics but until now, not everyone has been convinced – this gives them the chance to find out for themselves.

“Being able to undertake testing under laboratory conditions, with the help of an experienced applications chemist, shows them exactly how well this technique works and the benefits that can be achieved.” SAS is working with Robin Brownsill, M.Sc. CChem MRSC, who has a background in medical and pharmaceutical research. He has been able to apply specialist analytical techniques to the trials process and has already undertaken tests for SAS’s customers at the University’s food testing laboratories.

UoR colour

The testing process, which works equally well across a range of powders, additives, vitamins, spices and oils, is able to identify key conductive components such as salt, acids and sugars. Brownsill says it is not about proving if one spice flavour is more conductive than another, but simply demonstrating the proof of concept. “All we need is a test sample to be able to demonstrate that electrostatics work well and to show the positive benefits that can be achieved,” he said. “The trials we’ve conducted so far have been extremely positive and the companies we’ve been talking to have had excellent feedback which has helped them in the decision making process.”

The trials highlight the benefits of using electrostatics, which include impressive cost savings on powder usage because the amount of wastage is cut dramatically; less dust and powder in the air results in a cleaner and more efficient working environment; and the end result is a greatly improved tasting product with all-round flavour coverage.

Peter King will be talking in more detail about the trials facility at this year’s Interpack event, which takes place in Dusseldorf May 8-14. Visit SAS in Hall 4, stand F14 or, for more information, email

SAS keen to expand global distributor network

Increased demand for its electrostatic products and services means Spice Application Systems (SAS) is keen to expand its global distribution network.

The award-winning UK-based manufacturer wants to join forces with companies who (ideally) already work within the food and/or pharmaceutical sectors.

Managing director, Peter King, said: “We export our equipment around the world, including Europe, Asia, the Middle East and the Americas and, as more organisations see the savings and improvements achieved by electrostatics, we are receiving an ever increasing number of enquiries.

“To meet that demand we want to expand and attract new companies who share our passion for innovation and delivering a first class product to our customers.”

King is urging companies attending this year’s Interpack event, which takes place in Dusseldorf May 8-14, to visit SAS in Hall 4, stand F14, to find out more. Alternatively, they can contact him via the SAS website at

SAS is recognised as a world leader in the use of electrostatics to apply flavourings, coatings, powders, vitamins and spices to a wide range of foodstuffs, including snacks, confectionery, dry pet food and meat and vegetable products. The technique is also used in for tablet coating in the pharmaceutical sector.

Key benefits for customers using electrostatics include impressive cost savings through a reduction in the amount of powder wastage; a cleaner working environment as there is less dust released into in the air; and an improved end product, thanks to the way electrostatics achieves a true wraparound effect during the coating process.

To find out more and talk to Peter King at Interpack, please visit

Olympic dope testing on athletes and racehorses comes to the food industry through electrostatics

New test to prove the worth of electrostatics
Spice Application Systems is launching an exclusive new facility which allows customers to test out the power of electrostatics on their products.

The testing, which takes place in laboratories at the University of Reading, is being led by an experienced applications chemist, and can help manufacturers determine the conductivity of the ingredients to achieve top class results.

SAS managing director Peter King says the move is in reply to a long-held industry view that electrostatics “doesn’t work”. He says he is determined to prove the doubters wrong and ensure they “find out the truth”.

“For far too long, electrostatics has been seen as the ‘cinderella’ approach to adding flavourings and powders to foodstuffs,” he said. “In fact, electrostatic technology is so advanced that it is used in the world’s top laboratories for drug testing in high level sports such as the Olympics and horseracing, if the technique is good enough for them, it is undoubtedly good enough to succeed in the food industry.”

Working alongside King and leading the trials programme is experienced pharmaceutical industry expert Robin Brownsill, M.Sc. CChem MRSC. With a background in medical and pharmaceutical research, he has been able to apply specialist analytical techniques to the trials process and has already undertaken tests for major customers at the University’s food testing laboratories.

“For SAS’s clients, the biggest question has always been ‘does electrostatics work’, these tests give them an unequivocal ‘yes’,” said Brownsill. “For the first time, we can examine the make-up of powders and spices in minute detail and, by adding a negative charge, can demonstrate the exact level of electrostatic conductivity that manufacturers can expect when they are applied to the base product. “These tests provide major food companies with the proof they need and we believe it will give them the confidence to invest in SAS’s equipment. You can’t argue with science.”

The testing process, which works equally well across a range of powders, additives, vitamins, spices and oils, is able to identify key conductive components such as salt, acids and sugars. Brownsill makes the point however, that it is not about proving if one spice flavour is more conductive than another, but simply demonstrating the proof of concept. “Our new test facility shows not only does electrostatics work, but it works well, and all we need is a test sample to be able to demonstrate the process,” he said.

“The benefits of using electrostatics include massive cost savings on powder usage because the amount of wastage is cut dramatically; there’s less dust and powder in the air, so it’s a much cleaner and efficient working environment; and the end result is a greatly improved tasting product with all-round flavour coverage. “With this new test facility in place, I fail to see how anyone can now say that electrostatics doesn’t work for the food industry and we hope it will be a big step forward in helping persuade major manufacturers.”

King and his team will be talking about the latest techniques at Interpack 2014, May 8-14 in Dusseldorf, Germany, where SAS is in Hall 4, stand F14.

To find out more, email or call 01865 747634.

Snackex success for SAS

Spice Application Systems scored its highest number of enquiries ever from the Snackex show, according to managing director Peter King.

And, within a week of the show finishing, the first orders had already been received from a new client in Russia.

“We were absolutely delighted, both with the number of visitors and also the high calibre of attendees,” said King.

“Enquiries were of an extremely high quality and, more than anything else, manufacturers wanted to find out more about how electrostatics can save them money through reduced wastage. It’s something which is becoming ever more important and the results speak for themselves when it comes to savings on the bottom line.

“We were also able to talk about our latest developments, such as our trials facility in Belgium, which gives manufacturers the chance to test out new flavours and coatings in total confidence, and overall the response was fantastic.”

Business has been booming recently for Spice Application Systems, which exports its equipment worldwide. The explosion of the popped chips market has been particularly successful for electrostatics as manufacturers tap into demand for a healthier snack with less oil and fat but plenty of flavouring.

SAS’s top electrostatics experts at Snackex

Visit Spice Application Systems on Stand: 125

Experts in electrostatics will be on hand at this year’s Snackex exhibition to explain how the latest technology can save money, boost performance and improve product quality.

Peter King from Spice Application Systems (SAS), a world leader in the use of electrostatics to apply flavours, oils and powders, will be at the show in Gothenburg from June 12-13.

Installed on around 2,000 production lines worldwide, SAS’s electrostatic equipment is perfectly suited for a wide range of snacks, including the burgeoning pop chips market, as well as crisps, popcorn, nuts and baked pasta shapes.

“Electrostatics lends itself perfectly to adding flavours, oils and powders to snack products, producing a much better all-round flavour with 100% coverage, and saving manufacturers large amounts of money by drastically reducing powder wastage,” said King.

“Importantly, it also cuts the amount of dust in the air, which is much better for employees working on production lines and means much less downtime is needed for cleaning.”

SAS estimates that food manufacturers can save up to 45% powder usage and achieve ROI within an average of three months, while also gaining greater control and accuracy of application.

The amount of powder used can be precision controlled, something which is especially important in high value powders, and it also allows manufacturers to reduce the amount of oils and fats used in the application process.

Thanks to its links with Belgian company INCOMEC-CEREX, specialists in corn popping machinery and snack food processing, SAS also offers companies the opportunity to trial experimental flavours and coatings in complete confidence at a new test facility in INCOMEC-CEREX’s Brakel head office.

For more information, visit or to book an appointment to meet Peter King, please email For more information on Snackex 2013, please visit

SAS’s export success marked at International Trade Awards

Oxfordshire’s Spice Application Systems (SAS) achieved national recognition for its export achievements when it was a finalist in the International Trade Awards 2012.

The company, which specialises in the use of electrostatic technology to apply flavourings and powders to a wide range of foodstuffs, was shortlisted for The International Trade Small to Medium Sized Company of the Year Award.

The SAS team was invited to the UK grand final held in London on December 10 at The Brewery, where a panel of industry experts, including Parveen Thornhill, Regional Director for UKTI London, Lesley Batchelor, Director General of the Institute of Export & International Trade and Rocco Magno, General Manager FX IP at American Express Services Europe, announced the winners.

“The standard was incredibly high, particularly for the main award where the judges were torn between some very impressive entries. There were some very difficult choices to make,” said Rocco Magno.

“It is pleasing to see such a high standard across the board as it shows that there is real hope for the economy, and that there are a huge number of excellent businesses out there.”

SAS managing director Peter King said although the company had missed out on walking away with the top trophy, he was proud SAS had been recognised for its achievements.

“It was an excellent event and we were delighted to have been shortlisted alongside so many great companies,” he said.

“The export market is extremely important to us and being recognised for the hard work and dedication we have put into the business is indeed an accolade. We are proud to fly the flag for British manufacturing and expertise overseas, and we are planning further growth in all export markets.”

Overseas markets account for 98% of SAS’s turnover and its highly-specialised range of equipment for food manufacturers is installed on around 2,000 food processing lines worldwide.

The audience of some 200 businessmen and women from across the UK heard Lord Empey pay tribute to the UK’s “fantastic” exporters and call for a balanced economy with a broad base of both manufacturers and tradeable services.

The awards, now in their fifth year, are sponsored by American Express Foreign Exchange Services and are the only UK wide business awards to exclusively recognise the excellence achieved by the UK’s leading exporters and importers.