About Selecta
Selecta is one of the most recognized and successful food brands in the Philippines, best known for its ice cream products. The brand has become a household name through decades of innovation, family-oriented marketing, and a wide range of dairy products. Today, Selecta operates in two major categories: ice cream and milk products. While both use the Selecta brand name, the businesses are managed separately—milk products are handled by RFM Corporation, while the ice cream business is operated by Magnum RFM Ice Cream, Inc., a joint venture that originated from the partnership between RFM and Unilever. [1]
History
The origins of Selecta date back to 1933, when Filipino entrepreneur Ramón Arce began producing and selling pasteurized carabao milk in Novaliches, then part of Caloocan. Soon after, he and his wife, Carmen Arce, developed an ice cream recipe using fresh carabao milk. Their dairy products quickly gained popularity, leading to the establishment of Selecta as a trusted local dairy and ice cream brand. [2]
By the 1950s and 1970s, Selecta had expanded its operations with a modern dairy plant in Balintawak and began distributing its products nationwide. The brand became known for its premium-quality milk and rich, creamy ice cream, traditionally sold in glass bottles and gold-colored tins. [3]
A major turning point came in 1990, when RFM Corporation acquired the Selecta brand from the Arce family. RFM transformed Selecta from a family-owned business into a large-scale commercial brand by expanding manufacturing, improving distribution, and introducing new products to the mass market. [4]
In 1999, RFM entered into a strategic partnership with Unilever, one of the world’s largest consumer goods companies. This partnership created Selecta Wall’s, Inc. (later Unilever RFM Ice Cream, Inc.), allowing Selecta to combine its strong local reputation with Unilever’s global expertise in ice cream production, research, and marketing. This collaboration helped establish Selecta as the leading ice cream brand in the Philippines. [5]
Products
Selecta offers a broad portfolio of dairy products designed for different age groups and consumer preferences.
Ice Cream
Selecta’s ice cream lineup includes:
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Take-home tubs
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Family-size containers
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Ice cream bars
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Cones
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Sandwiches
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Cups
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Specialty frozen desserts
Some of its most popular product lines include:
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Cornetto
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Magnum
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Paddle Pop
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Cookies & Cream
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Rocky Road
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Double Dutch
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Chocolate Almond Fudge
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Ube Macapuno
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Halo-Halo
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Super Thick varieties
The brand regularly introduces limited-edition flavors inspired by Filipino desserts and seasonal trends. [6]
Milk Products
Selecta also produces dairy products such as:
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UHT milk
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Flavored milk
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Fortified milk drinks
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Margarine
These products continue to be manufactured and marketed directly by RFM Corporation. [7]
Brand Identity
Selecta has built its image around family, togetherness, happiness, and celebration. Its advertising campaigns often portray families and friends sharing ice cream during special moments, reinforcing the emotional connection between the brand and Filipino consumers.
Its current slogan is “Sarap ng Sama-Sama” (“It’s Delicious Being Together”), reflecting the brand’s emphasis on bringing people together through shared experiences. [8]
Market Position
Selecta is widely regarded as the leading ice cream brand in the Philippines. Since its partnership with Unilever, the company has strengthened its manufacturing capabilities, nationwide distribution network, and product innovation. It consistently introduces new flavors and premium offerings while maintaining affordable products for everyday consumers. [9]
Global Connection
Although Selecta is a distinctly Filipino brand, its ice cream business is part of the global Heartbrand family of ice cream brands, which includes Wall’s (United Kingdom), Algida (Italy), Ola (Netherlands), Streets (Australia), and Kwality Wall’s (India). These brands share the iconic heart-shaped logo and many internationally recognized products, such as Cornetto and Magnum, while adapting their branding to local markets. [10]
Legacy
For more than 90 years, Selecta has evolved from a small dairy business into one of the Philippines’ most trusted food brands. Its combination of local heritage, continuous innovation, and global expertise has enabled it to remain a market leader in dairy and frozen desserts. Today, Selecta continues to play an important role in Filipino households, offering products that are associated with family gatherings, celebrations, and everyday enjoyment. [11]
