Sego (diet drink)
Sego was a US meal replacement diet drink formally marketed by Pet, Inc. (at the time Pet Milk) as Sego Liquid Diet Food. Introduced in 1961 and selling for approximately US25¢ each, Sego sales registered US$22 million to the company's Milk Products Division by 1965.
Sold in 10-ounce cans, before the advent of aluminum cans or cans with pull tabs, the beverages were available in flavors including Chocolate, Chocolate Coconut, Chocolate Malt, Vanilla, Banana and Orange—each providing 900 calories (initially, and subsequently 225 calories). Marketed under the taglines "See the calories go with Sego" and "Sego, it's great for your ego," Pet advertised the drinks being "thicker" and as having 10% more protein and 2 more ounces than other 900 calorie foods—e.g., Metrecal, 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.
By 1961, there were more than 100 meal replacement products on the U.S. market, and Sego competed with such products Metrecal and Figurines by Pillsbury,  and was ultimately superseded in the market place with such liquid diet drinks as Slimfast.
In the 2010 book The Hundred Year Diet, author Susan Yager called Sego "baby formula mixed water and a poor substitute for food."
Noted actress Tippi Hedren was discovered by Alfred Hitchcock while shooting a television commercial for Sego on the Today Show. 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."
Affects one in three adults
Affecting about 35 percent of all adults in the United States according to the CDC, metabolic syndrome contributes to weight gain, by causing a state of internal starvation called metabolic starvation. This in turn leads to increases hunger, sugar cravings and increased portions leading to overeating and weight gain.
Cause and effect misunderstood
Since we traditionally thought that the portion control (which in turn was attributed wrongly to poor will power)is the cause of weight gain, rather than the effect of this metabolic starvation, all our traditional ideas about cause and effect of obesity were not only wrong but lead to the “blame the victim” attitude when it comes to obesity.
Secret of weight gain revealed
Secret of weight gain, and metabolic syndrome revealed - it has been recently proven that metabolic syndrome, and the weight gain itself are caused by a process called insulin resistance. Check your metabolic syndrome risk using the free Metabolic syndrome meter. Watch this amazing Ted Med video that reveals the secret of weight loss - Stop blaming the victim for obesity
- "Pet Incorporated". Harvard University, Baker Library, Lehman Brothers Collection.
- "Lucky Hiram's Grocery Store ad" (PDF). The Torrance Herald, November 1, 1962.
- "1962 Sego Advertisement, Pet Milk". Life Magazine, Feb 2, 1962.
- "1962 Sego Advertisement, Pet Milk". Life Magazine, Jul 27, 1962.
- "Supermarkets To Bulge With New Products". The Toledo Blade, April 25, 1966, p. 23.
- "The Hundred Year Diet: America's Voracious Appetite for Losing Weight, Susan Yager, p. 93". Rodale Books (May 11, 2010).
- "Tippi Hedren". Independent Film Quarterly, Briege McGarrity.
- "The Birds (1963)". Joe & Bob Briggs.