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Heinz has launched a new solution for gamers after research showed that 90% of gamers struggled to eat snacks while playing.

In comes Heinz’s new robotic snack dipper, 'Hum Hum', created to feed into gamers' love for dipping snacks in sauces. The device taps into this, built on the insight that 75% of gamers wish they could eat while playing – which is difficult when their hands are occupied with gaming.

The Hum Hum was designed using a mechanical hand that dips and feeds gamers while they play. It is triggered by pedals to ‘ensure gamers never stay off their controls nor their snacks.’ Heinz says that future versions will recognise voice commands and face recognition.

Passant El Ghannam, head of marketing at Kraft Heinz MEA, said: "We know that 75% of Heinz lovers wish they can dip sauces while gaming. 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."

Similarly, last year Sips & Bites, PepsiCo’s in-house agency, unveiled ‘Doritos Silent,’ an AI-augmented snack – powered by ‘Crunch Cancellation’. The technology cancels the sound of the crisps’ crunch for gamers in real-time as they game with each other, solving what Doritos says is a genuine consumer tension.

Heinz is launching 'Hum Hum' at Gamers8, the world's biggest gaming festival, which is live until 25 August in Riyadh, Saudi Arabia.

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