A new treat? When they did invent Deviled Ham? This HuffPo piece says:

The word "devil" appeared in relation to food in the 1700s, and the word "deviled" appeared in 1800 in the following phrase: "At half past two ate a devil'd kidney". According to the Oxford Companion to Food, the term means "to cook something with fiery hot spices or condiments... The term was presumably adopted because of the connection between the devil and the excessive heat in Hell…".

Of course.

The William Underwood Company is perhaps the oldest and most well-known manufacturer of deviled ham. . . . it was added as a product in 1868, and the company's iconic logo, a sketch of an ominous-looking devil, was trademarked in 1870, making it the oldest food trademark still in use in America.

So Wilson's full of it. Don't know what they mean by "Tender Made." They wrapped felt around the hammer before they hit the cow on the head?