Selecta is a brand of ice cream and milk sold in the Philippines.with exports of local ice cream variants to Filipino communities overseas.The ice cream business is co-owned by the Philippines' RFM Corporation and the food giant Unilever under the subsidiary Unilever RFM Ice Cream, Inc.
The company's beginnings can be traced back to Selecta Ice Cream and Refreshment Parlor, owned by Ramon Arce, Sr. and family, and founded in 1948. In 1990, RFM Corporation bought Selecta from the Arce family, and formed Selecta Dairy Products, Inc..
In 1999, RFM entered a partnership with Unilever to produce and market Selecta ice cream in the Philippines, under the joint venture Selecta Walls, Inc., which later became Unilever RFM Ice Cream, Inc. Selecta's market share further increased to become the dominant ice cream brand in the Philippines with over 70% market share. Selecta markets its ice cream products under Unilever's Heartbrand brand umbrella.
The milk business is still operated by the RFM Corporation which owns and carries also the Selecta brand under a Selecta blue heart logo for UHT RTD milk products. It also uses the brand Selecta Moo for its chocolate milk variants.