57:, the beverages were available in flavors including Chocolate, Chocolate Coconut, Chocolate Malt, Vanilla, Strawberry, Banana and Orange—each providing 225 calories (four cans to be consumed daily, for a total of 900 calories). Marketed under the taglines "See the pounds go with Sego" and "Sego, it's great for your ego," Pet advertised the drinks as being "thicker" and having 10% more protein and 2 more ounces than other 900-calorie foods—e.g.,
61:, its predecessor in the market and the market leader—asserting that protein "helps control hunger." In 1966, milk chocolate, caramel fudge and butter pecan flavors became available, and Pet Milk subsequently offered Sego branded pudding and soup—and, later still, diet bars.
108:. Hedren later described the spot as "a story line; it wasn't just holding up a product and talking about it. It was a story and apparently he (Hitchcock) saw it."
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Introduced in 1961 and selling for approximately US25¢ each, Sego sales registered US$ 22 million to the company's Milk
Products Division by 1965.
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author Susan Yager called Sego "baby formula mixed with water and a poor substitute for food."
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The
Hundred Year Diet: America's Voracious Appetite for Losing Weight, Susan Yager, p. 93
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46:-based company, Sego Milk Products Company, that Pet Milk had purchased in 1925.
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150:. Harvard University, Baker Library, Lehman Brothers Collection.
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on the U.S. market, and Sego competed with such products as
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while shooting a television commercial for Sego on the
265:. Independent Film Quarterly, Briege McGarrity.
188:. Life Magazine, Feb 2, 1962. 2 February 1962.
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241:. Rodale Books (May 11, 2010). 11 May 2010.
204:. Life Magazine, Jul 27, 1962. 27 July 1962.
49:Sold in 10-ounce cans, before the advent of
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216:"Supermarkets To Bulge With New Products"
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201:1962 Sego Advertisement, Pet Milk
185:1962 Sego Advertisement, Pet Milk
162:"Lucky Hiram's Grocery Store ad"
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297:Products introduced in 1961
21:meal replacement diet drink
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66:meal replacement products
302:Brand name diet products
89:The Hundred Year Diet,
33:Sego Liquid Diet Food.
23:formally marketed by
307:Non-alcoholic drinks
277:"The Birds (1963)"
148:"Pet Incorporated"
98:was discovered by
279:. Joe Bob Briggs.
87:In the 2010 book
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291:Categories
129:References
105:Today Show
78:Pillsbury
74:Figurines
55:pull tabs
38:The name
25:Pet, Inc.
19:was a US
123:Metrecal
118:Slimfast
112:See also
94:Actress
82:Slimfast
70:Metrecal
59:Metrecal
29:Pet Milk
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165:(PDF)
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243:ISBN
40:Sego
17:Sego
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