Electrostatic flavour application technology spurned by ‘unbelievable’ UK firms
Oxfordshire-based Spice Application Systems (SAS) has seen limited UK orders in 2010 despite successful recent trials, and is also dismayed that companies have failed to pay resulting invoices, in stark contrast to European firms.
SAS’s equipment applies a static charge to powdered seasonings, oils or ‘slurries’ (oils mixed with spices), before spraying them onto foods such as crisps, sweets and cheese. The firm claims that this technique provides more uniform food coverage, and typically uses 10 per cent less product than traditional ‘tumbling drum’ methods.
Extremely disappointing
SAS reported in April that it had won UK business with Intersnack, Burt Chips and Seabrook Crisps, but chief executive Peter King told FoodProductionDaily.com that uptake amongst other companies since had been low:
“It has been extremely disappointing – we’ve conducted six recent trials for UK manufacturers and not one firm has taken up the technology, which is amazing considering how much money it could save them.
“We’re also having problems with these new UK manufacturers [not those named above] failing to pay invoices – seeing as trials only cost them £700 a time this is extremely shabby. The big difference is that European firms pay their accounts.”
King said that one major UK food firm had conducted a successful “full-blown trial” using SAS kit to add powdered starch on a grated cheese production line, but still failed to invest:
“Our product eliminated an everyday ‘balling effect’ for this firm, whereby every 20 minutes they have to stop the line, with associated staff time spent cleaning blockages. This takes around five minutes, so over an eight hour shift the costs rack up.
“We installed our machinery and the line ran for a complete day with no stoppages. The next week a company representative rang me and said the technology was ‘absolutely fantastic’. Nonetheless, there was still no uptake, it’s unbelievable.”
Principal barrier
King denied that affordability in a post-recessionary environment was the principal barrier to greater UK uptake of electrostatic flavour application technology:
“I can’t see that there’s a cost barrier to this technology – to be honest I have no idea why there isn’t more interest here, especially when manufacturers can typically expect a return on investment within four months.”
Nonetheless, SAS continues to prosper in Europe, and the bulk of its total 12,000 unit sales since foundation in 1999 come from this region. King said that trials were ongoing with firms producing products as varied as crisps, frozen foods, confectionery and pet food:
“We have one ongoing trial with McCain, and we’re off to Belgium next week to conduct more [trials].”
