In response to data citing that 90% of gamers struggle with snacking while playing and that 75% of them wish they could eat without pausing their game, Kraft Heinz has developed a new device called Hum Hum.
The device made its first appearance at major gaming festival 2024 Esports World Cup, which took place in Saudi Arabia from July 3 to August 25.
It operates via a simple operating mechanism, whereby the mechanical hand is controlled by foot pedals, allowing users to dip snacks in sauces, such as ketchup and mayonnaise, and be fed without having to use their hands.
“Our main goal was to provide a simple and effective solution that can be implemented quickly. This innovation allows game lovers to continue playing without any interruption. It is designed to work seamlessly, making it suitable for a wide range of games and ages.
“Despite its simplicity, the device is the first of its kind in providing a comprehensive gaming experience that meets the needs of people who want to eat without stopping their play. Visitors to the festival were able to experience the future of snacking at the Heinz booth, where they witnessed how Hum Hum works,” Passant El Ghannam, Head of Marketing at Kraft Heinz Middle East & Africa (MEA), told FoodNavigator-Asia.
In addition, El Ghannam said that the device’s name was inspired by the “sound made when eating something delicious”.
“We wanted an easy-to-remember name that creates a connection between the users and the device. Hum Hum was chosen because it is understandable in all languages, and it perfectly represents its purpose — providing a personal experience related to pleasure and food.”
Enhancements before launch
Although Hum Hum does not use any artificial intelligence (AI) technologies, Kraft Heinz recognises the potential of incorporating AI to develop more advanced versions and even device customisation to cater to individual needs.
“There is certainly the possibility of integrating AI into future iterations of the device. In fact, our current focus is on developing a new version with additional features such as voice control and facial recognition, which will allow users to have a smoother and more interactive experience,” El Ghannam revealed.
The red design is meant to reflect the company’s distinct identity and branding, but future versions of the product may also include multiple colour options based on market needs and user preferences.
Hum Hum is not available for sale at the moment, as it was specifically designed to present a special experience during the Esports World Cup.
“An official price has not yet been set for the device, as we are still studying the possibility of making it available to esports players. We wanted to first evaluate the feedback and interaction with users during the event, which will enable us to improve the product and provide an experience that is worth its value.
“We aim to ensure that the price is reasonable, and expresses the quality and unique features that Hum Hum offers.”