History
Sealtest also sponsored an ice cream store at the Magic Kingdom at Walt Disney World in Florida named Sealtest Ice Cream Parlor and Sealtest Ice Cream Wagon. At one time, the advertising agency on record, Young & Rubicam, wanted to reintroduce the brand as "Now with Natural Vanilla." Consumers responded that they believed the brand to be "all natural" already and the effort to increase brand spending was ended before it went to market.
Sealtest had milk and ice cream plants across the midwestern and northeastern part of the United States, with large operations in Chicago, Milwaukee, Cleveland, LaCrosse, Wisconsin, Huntington, Indiana, Rockford, Illinois, and Philadelphia, as well as New York City. It also had operations in the Mid-South, based out of Memphis, Tennessee.
The Milwaukee operation was purchased from a family-owned dairy operation, Luick Dairy, in the late 1940s or after. The Sealtest brand was originally a franchise, much like the 'Quality Chekd' dairy brand - local milk bottlers bought the rights to the Sealtest name in their market areas. Luick and presumably all the other franchisees were bought up by National Dairy Co.
Sealtest Dairy Company was founded and operated by Vernon F. Hovey. After his death, the company was turned over to his two sons. They ran the business in the state of New York, before selling the business.
The Sealtest brand was ultimately acquired from Kraft (along with Breyers) in 1993 by Unilever, which retains the underlying rights to the brand.
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