Sorry, I didn't ask the right question, really. 12kW is a massive amount of power for an application (whole house heating might be no more than that).
Do you really need 12kW, if it "goes on and off"?
What about putting two 3kW heaters inside the drum and filling it with oil, to get an even temperature distribution as the roller rotates. Naturally, some insulation could make life easier. How much are you prepared to experiment and at what rate would you charge your time? £3k doesn't pay for many days of R&D.
You still don't seem to want to commit yourself about actual requirements. How even does the temperature need to be over the drum and over time? Are we talking +/- 1C or +/- 10C? It's all very relevant if you want the best solution. It way well be that your £3k kit is more than you need or it may be that it is only just adequate. I think you might find it very hard to get the existing performance cheaper than with the present system. This may be why they have used a system which, at first sight, seems a bit bizarre.
If you were to pay someone to advise you, they would charge quite a lot of money and they would be asking all these, and more, detailed questions.
If it happens that you only need to warm up your laminate in a non-fussy way, you may do it a lot cheaper but . . . . so far there can be no answer, I think.