Heinz is stepping up to ensure your dipping habits won't interrupt your gaming.

In August, the brand introduced its hands-free dipping machine, Hum Hum, at the Esports World Cup in Riyadh, Saudi Arabia. Designed to help gamers refuel during intense gameplay without putting down the controller, this device offers a clever solution.

"We know that 75% of Heinz fans wish they could dip sauces while gaming," said Passant El Ghannam, head of marketing at Kraft Heinz MEA. "Hum Hum is our way of showing love to gamers who have an unwavering passion for Heinz. It's our gift to the gaming world because every session deserves to be both saucy and uninterrupted."

According to FoodBev Media, the machine features a mechanical hand that dips and feeds gamers as they play. With pedal activation, players can stay focused on their game while still enjoying their snacks.

Heinz is serious about this tech and plans to enhance future versions with voice commands and facial recognition, showing a long-term commitment to the gaming community.

Heinz isn't the only brand targeting gamers. In early August, Food & Wine reported on Nippon's Boost Noodles, a ramen designed for gamers with 35 milligrams of caffeine to keep you playing all night. The ramen is even packaged in a way that allows it to be eaten with just one hand.

Similarly, in 2023, Doritos introduced "Doritos Silent," a noise-canceling feature compatible with all PCs, letting gamers enjoy crunchy chips without disrupting gameplay.

"The connection between Doritos fans and the gaming world is undeniable," said Fernando Kahane, PepsiCo's global marketing head. "'Doritos Silent' celebrates this bond and highlights our commitment to innovation and enhancing the gaming experience."

Now, if only Hum Hum could hand out cheat codes too...