Sego (diet drink)

Sego was a brand of meal replacement diet drink that was popular in the 1960s and early 1970s. It was marketed as a convenient and quick source of nutrition for those looking to control or reduce their weight. Sego came in a variety of flavors, including chocolate, vanilla, and strawberry, and was sold in cans, similar to soft drinks or other liquid meal replacements of the time.

History

The diet drink industry saw significant growth during the 1960s, with many consumers looking for easy ways to manage their weight and nutritional intake. Sego entered the market as a product of the Pet Milk Company, aiming to capitalize on this trend. It was advertised heavily, with campaigns often highlighting the drink's ability to provide a full meal's nutrition with fewer calories. Despite its popularity, Sego eventually faded from the market, overtaken by other diet and meal replacement products that offered more variety or were perceived as healthier.

Composition

Sego was formulated to provide a balanced meal with vitamins, minerals, and protein, but with reduced calories to aid in weight loss. The drink was designed to make dieters feel full, thereby reducing the urge to consume additional calories. The exact composition of Sego varied by flavor, but generally, it included skim milk solids, sugar, vegetable oils, and various artificial flavors and stabilizers.

Marketing and Reception

Sego's marketing campaigns were a significant factor in its popularity. The brand often used television commercials and print ads to reach a wide audience, emphasizing the convenience and effectiveness of the product for weight control. However, like many diet products of the time, Sego faced criticism for promoting unhealthy eating patterns and for the artificiality of its ingredients.

Legacy

While Sego is no longer available, it remains a part of the history of diet products and the cultural shift towards convenience in nutrition and weight management. The brand's rise and fall reflect the evolving attitudes towards health, dieting, and food products. Today, the meal replacement and diet drink market continues to grow, with products offering a range of nutritional benefits and catering to various dietary needs and preferences.