LEC – Why resist? A delicious and reduced-calorie* ice cream that overcomes feelings of guilt: this is the dream that Formula 1 driver Charles Leclerc, aware that personal success and the joy of many fans depend on commitment, training and physical fitness, shares with his friends Federico Grom and Guido Martinetti, who have revolutionized the world of ice cream with the extraordinary taste of Grom, and Nicolas Todt, the Monegasque driver’s long-time manager.
It all started with Charles’ desire to open an ice cream parlor in Montecarlo, his hometown, which he told his friend Federico over lunch. This idea had evolved at first into imagining a packaged ice cream suitable for athletes. However, it was when Charles confessed that he felt guilty about giving in to the temptation to eat even a simple ice cream that the idea of a delicious, light product suitable for everyone, even as part of a conscious and balanced lifestyle, was born.
Guido Martinetti, the “wizard of ice cream”, was also involved right from the start, with responsibility on product development. He organized the numerous tastings necessary to make an exceptional ice cream, with a unique and surprising flavor, which would make the difference.
LEC is not simply a reduced-calorie ice cream: it is a light ice cream* without “ifs or buts”, truly good and delicious, as you would expect an ice cream to be.
LEC means feeling good, without giving up the pleasure of a delicious ice cream, whatever one’s lifestyle, for those who are attentive to their diet, those who are simply greedy, or even those who, like Charles, are professional athletes. Through its exceptional balance of goodness and lightness, LEC wants to challenge the social conventions that make us feel guilty for giving in to life’s small pleasures and help spark positive change.
LEC is a unique ice cream, just like each of us! It is an invitation not to resist what makes us happy. So… Why resist?
Starting from April 11th, LEC will be available in the stores of modern distribution in Italy (Bennet, Borello, Despar Nord-Est, Esselunga, Iper La grande i), in a 460 ml jar format (258-268 gr) in the following flavors:
RRP: €4.99**.
* Compared to the average of the best-selling ice cream tubs according to Unione Italiana Food.
** The selling price is at the sole discretion of the retailer.
