Abstract: A machine and method for coating food or other product with a coating material may include a product conveyor belt and at least one roller assembly positioned to cooperate with the conveyor and accept product discharged therefrom. The roller assembly may include a roller and plate which are positioned adjacent one another and define a space therebetween. Products introduced to the roller assembly are pressed between the roller and plate to press the coating material into the product, thereby maximizing percentage pick up of the coating on the product. Additionally, the outer surface of the roller is configured to produce surface characteristics or textures in the coating material which are desired. Different surface characteristics or textures can be created by varying the outer surface configuration or by rotating the roller at a different speed relative to the plate.