TV Dinner - Invention

Invention

The identity of the TV Dinner's inventor has been disputed. In one account, first publicized in 1996, retired Swanson executive Gerry Thomas said he conceived the idea after the company found itself with a huge surplus of frozen turkeys because of poor Thanksgiving sales. Thomas' version of events has been challenged by the Los Angeles Times, members of the Swanson family and former Swanson employees. They credit the Swanson brothers with the invention.

Either way, Swanson's concept was not original. In 1944, William L. Maxson's frozen dinners were being served on airplanes. Other prepackaged meals were also marketed before Swanson's TV Dinner. In 1948, plain frozen fruits and vegetables were joined by what were then called 'dinner plates' with a main course, potato, and vegetable. Later, in 1952, the first frozen dinners on oven-ready aluminum trays were introduced by Quaker States Foods under the One-Eye Eskimo label. Quaker States Foods was joined by other companies including Frigi-Dinner, which offered such fare as beef stew with corn and peas, veal goulash with peas and potatoes, and chicken chow mein with egg rolls and fried rice. However, Swanson, a large producer of canned and frozen poultry in Omaha, Nebraska, was able to promote the widespread sales and adaptation of frozen dinner by using its nationally-recognized brand name with an extensive national marketing campaign nicknamed "Operation Smash" and the clever advertising name of "TV Dinner," which tapped into the public's excitement around the new device.