Point being, let’s say he ate five, instead of one, should they still be liable?
I have no idea. There is a first time for everything.
There is also a last time for everything. The company might want to end this "contest" promotion right now. Because after the next sudden death, they will almost certainly will be held liable.
From what I saw in the pics of the earlier DM article: There is *one* chip in a coffin-shaped (woohoo - class action here we come!) box.
Of course, any sane person would take a little nibble at a corner to test the waters, as it were. Wait some time to feel how it plays out. Abort or continue.
Some people are just not wired to do the smart thing.