An injection moulded Veg-o-matic, designed by Samuel J. Popeil in 1960, patent first filed in 1963, this example dated 1969. This manually operated food slicer consists of a plastic base and handle with three separate circular steel cutting blades to slice, chip or dice. A wedging blade could be purchased separately. The food is placed over the blade so that when the handle is depressed, it forces the item down through the blade to produce shaped pieces. Safety is maximised as the hands never need to be in direct contact with the food whilst being cut. The handle can be locked into the down position for compact storage. It was one of the first products to be sold by K-Tel but was also picked up by other US distributors until Popeil's son Ron founded Ronco inventions and took over the direct marketing. The Veg-o-matic was demonstrated on television through infomercials with the catchphrase, now widely parodied in US popular culture, 'It slices, it dices!'. The product box (missing in this example) was also one of the first to be branded with the logo 'As seen on TV'. Likely to be a UK version distributed by TV Promotions Ltd, Willesden, London, the plastic has yellowed, a characteristic of ABS deterioration, and a part of the front of the base has broken away.