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Selecta's Ube Pastillas ice-cream flavor

RFM’s Selecta is the most dominant ice-cream brand in the Philippines, with a market share of 80% as of Summer 2016. This may have slightly dipped due to the AlDub couple’s endorsement of former heavyweight rival Magnolia, but Selecta is still without a doubt the leader in the category. (Nestle Ice Cream would be a distant second, ahead of Magnolia.)

Selecta’s beginnings can be traced to the Arce family’s ice-cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavors, and unique gold can packaging.

The name “Selecta” is a misnomer. The Arce family originally commissioned an artist to design the logo of their company named “Delecta.” However, the artist crafted the logo with such flourish that the D looked like an S, and people started calling the ice cream Selecta.

TAGLINE: Mas Masaya Talaga ‘Pag May Selecta!
(It’s really more fun when there’s Selecta!)

Recent flavors include creamy Mango Graham Cake, rich Choco Toffee Crunch, and premium Ube Pastillas.

Quezo Pastillas, Coffee Crumble

Selecta Ice-Cream: Choco Almond Fudge

Selecta Ice-Cream: Choco Almond Fudge

In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice cream market — always ahead in product innovations by creating new, exciting flavours like Cookies and Cream, Halo Halo, Ube Macapuno, and Chocolate Almond Fudge, and supported by heartwarming media campaigns that depict Selecta as an ice cream that creates family-bonding moments.

In 1997, Selecta became the market leader in the Philippine capital, which accounted for 60% of the nation’s ice cream consumption.

In 1999, to complement its frozen novelties category and strengthen itself for competition, RFM teamed up with Unilever, the largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeated its competition to become the national ice cream leader.

* Unilever is the world’s largest ice cream company with an annual turnover of €5 billion.

Selecta is particularly known these days for its 2-in-1 tubs containing two different flavors of ice cream. The most popular variant is Mango Graham Cake & Ube Pastillas.

Selecta 2-in-1 Ice Cream: Mango Graham Cake / Ube Pastillas

Photo: Selecta 2-in-1 Ice Cream: Mango Graham Cake / Ube Pastillas

Selecta’s Ice Cream Stick is a first in the world – no other ice cream company can do it successfully!

In the Philippines as of 2010, Selecta’s market share was 46.4% — more than Nestle (33%) and Magnolia (8.5%) combined.

Selecta Ice Cream Flavors in the Philippines: Choco Almond Fudge, Mais Con Quezo, Fruit Salad, Pistachio & Cashew, Butterscotch Salted Caramel, Strawberries & Cream, Black Forest, Coffee Crumble, Mango Sans Rival, Cookies & Cream, Double Dutch, Rocky Road

Selecta Ice Cream (Mellorine) Flavors in the United States: buco pandan, buko salad, haluhalo, macapuno, mango, mango cashew, queso real, ube macapuno, ube keso, ube royale

SELECTA® Super Thick Ice Cream – 3 Flavors in One (Choco, Caramel and Vanilla Flavored Ice Cream)

Company : Unilver RFM Ice Cream, Inc.
Registration No. : FR-130057
Validity Date : 2017-04-14

SELECTA® Super Thick Ice Cream – 3 Flavors in One (Choco, Hazelnut and Vanilla Flavored Ice Cream)

Registration No. : FR-130056
Validity Date : 2017-04-14

SELECTA® Super Thick Classic 2-in-1 Ice Cream – Dulce De Leche and Ube Royale

Registration No. : FR-136665
Validity Date : 08/01/2021

SELECTA® Super Thick Rich White Ice Cream with Chunky Choco Chips Ice Cream

Registration No. : FR-136755
Validity Date : 2021-01-20

SELECTA® Super Thick Hazelnut Ice Cream

Registration No. : FR-130058
Validity Date : 2017-04-14

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