Heinz - HUM-HUM

The sidekick robot built for mid-game snacking.

In Saudi Arabia, gaming isn’t a pastime, it’s a way of life. A nation where 67% of people are gamers, where the scene fuels a $38 billion industry, and where world-class tournaments turn players into celebrities. But even in a culture built on going next level, there’s one brutal limitation no pro loadout can fix: you can’t snack and play with just two hands. And for gamers with an irrational love for the grind, that tiny interruption is the ultimate enemy.

So Heinz engineered a solution that keeps the wins coming and the sauce flowing: Hum-Hum, a mid-game sidekick robot that dips, serves, and feeds players hands-free, controlled by a foot pedal. No pauses. No greasy controllers. No distractions. Just gameplay… and victory. Debuting at the Esports World Cup in Riyadh, Hum-Hum didn’t just enter the arena, it became the main event.