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Veg-O-Matic is the name of one of the first food-processing appliances to gain widespread use in the United States. It was invented by Samuel J. Popeil and later sold by his son, Ron Popeil, and Ronco, making its début in 1963 at the International Housewares Show in Chicago, Illinois.
Made famous by saturation television advertising in the mid- and late 1960s, Veg-O-Matic is a manually operated slicer, primarily made of injection-molded plastic, which held two sets of parallel cutting blades. The Veg-O-Matic is shaped approximately like an upper-case letter "H" and had an integral operating handle. The item to be cut, such as a potato, is placed on the top set of blades, and then is pushed vertically down through the blades by the handle, while the user's hands are kept safely away from the cutter by the shape of the handle.
The steel cutting blades are contained in a circular, cast-metal holder several inches in diameter. By rotating the top holder, the blades could cut flat slices or square strips, such as for French fries. By putting the slices through the machine a second time, they would be diced into small cubes. In the ads, Popeil would rapidly demonstrate this, with the now well-known catchphrase "It slices! It dices!" Sales were nearly exclusively via direct marketing, and Veg-O-Matic was one of the first products (if not the first) to bear the red-and-white "As Seen on TV" logo on the box.
In popular culture:
The "It slices! It dices!" catchphrase is often used tongue-in-cheek to refer to things with multiple uses. The ads for Veg-O-Matic inspired comedian Gallagher to create his trademark "Sledge-O-Matic" act, as well as Dan Aykroyd as a fast talking commercial pitchman in sketches on Saturday Night Live, especially the famous "Super Bass-O-Matic 76" during the 1970s. Throughout the eighties, Frank Zappa would satirise the product, as exemplified by recordings on You Can't Do That on Stage Anymore, Vol. 3 and 4; the text of the song were often modified ad-lib. Jonathan Richman also recorded a song, "Dodge Veg-O-Matic," in the 1970s.
^ Gladwell, Malcolm: What the Dog Saw, page 20. Little, Brown, 2009.
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