Once you pop, you just can’t stop. At least Pringles is hoping you won’t stop, not even while you’re gaming.

The famous potato chip brand, owned by Kellogg, just released a chip-dispensing gaming headset that automatically feeds you its patented stackable chips. The headset is appropriately called the “Hunger Hammer”. Its 3D-printed swivel arm is the key to its core function of helping you snack without having to pause your game. It’s perfect for intense online matches, especially for competitive gamers.

The Hunger Hammer’s release is the result of a partnership with Xbox Games Studios to promote their Gears 5 video game. As such, cans of Pringles will include a special code that can be used in-game.

Popular online gamers like Criken, DexBonus, and Strippin have been testing out the headset on Twitch, often to hilarious effect.

While ads for the device have gone viral, it’s unclear if and when it will be available to the masses. It currently seems to be in a prototype stage of development, if not simply a marketing tool. The concept looks cool enough that with some minor improvements it could catch on.

What do you think? Would you use the Hunger Hammer or something similar?