Heinz has introduced a first-of-its-kind robotic snacking device, the Hum Hum, designed to help gamers dip snacks into their favorite sauces without ever pausing gameplay. The innovation responds to newly released research revealing that 90% of gamers struggle with snacking while playing, and 75% wish they could dip their snacks mid-game without taking their hands off the controls.

Debuting at the Esports World Cup, the Hum Hum uses a mechanical dipping hand activated by foot pedals, allowing players to stay fully engaged in their matches while still enjoying their Heinz sauces. Future product iterations may include voice command and facial recognition capabilities.

“Heinz lovers wish they could dip sauces while gaming,” said Passant El Ghannam, Head of Marketing at Kraft Heinz MEA. “Hum Hum is our irrational act of love to gamers’ irrational love for Heinz. Every gaming session deserves to be saucy — and uninterrupted.”

Festival attendees can test the Hum Hum firsthand at the Heinz booth, showcasing the brand’s playful commitment to innovation and its community of gaming fans.