Heinz is here to ensure that your dipping game doesn’t cost you an extra life. 

In August, Heinz unveiled its new, hands-free dipping machine called Hum Hum at the Esports World Cup in Riyadh, Saudia Arabia, which the brand explained can help gamers fuel up while fighting the toughest battles without having to take their hands off the controller. 

“We know that 75% of Heinz lovers wish they could dip sauces while gaming,” Passant El Ghannam, the head of marketing at Kraft Heinz MEA, shared in a statement. “Hum Hum is our irrational act of love to our gamer consumers’ irrational love for Heinz. It is our gift to the gaming community because every gaming session deserves to be saucy and, of course, uninterrupted.”    

As FoodBev Media explained, the machine has a mechanical hand that can dip and feed gamers while they continue on with their game. Players can activate the machine via its pedals, which ensures “gamers never stay off their controls nor their snacks.” 

And no, this wasn’t just some one-off gimmick: It appears Heinz is really going to invest in the tech for years to come. The brand noted that with future iterations, the robot will be controlled by voice commands and face recognition.  

Heinz is far from alone in wanting to corner the video gamer market. In early August, Food & Wine reported on Nippon’s new Boost Noodles, a ramen created for gamers, which comes with 35 milligrams of caffeine so you can play all night. But that’s not all. The ramen is also packaged in a 16-milliliter “sprout pouch” that the company says makes it edible with just one hand. 

In 2023, Doritos also unveiled “Doritos Silent,” the “world’s first noise-canceling technology compatible with all PCs to support co-op gaming situations.” Yes, it’s integrated tech that silences the noise of those crunchy (i.e., delicious) chips. 

“The connection between Doritos fans and the gaming community is undeniable,” said Fernando Kahane, the global marketing head at PepsiCo, shared at the time. “Both boldly and unapologetically embrace their individual flavors. ‘Doritos Silent’ recognizes this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.”

Now, if only we could train Hum Hum to give us cheat codes too…