This paper identifies the need for a new range of end effectors suitablefor non-rigid products and introduces a novel non-contact gripping device. Theend effector operates on the principle of generating a high-speed flow betweenthe end effector and product surface thereby creating a vacuum which levitatesthe product. The lifting forces and conditions are theoretically discussed. Theexperimental results are presented using the end effector that has been operatedto lift non-rigid food materials such as jelly blocks.