Mindful indulgence has a new name: LEC. Redefining what it means to enjoy ice cream in a more balanced and joyful way – innovative start-up, LEC, has launched in the UK.
Each of the five LEC flavours is a celebration of taste, lightness, and indulgence. It is reduced in calories, but rich in flavour, for those who are consciously looking for options to have as part of a balanced lifestyle.
Currently available on the 15-minute delivery service, GoPuff, at £5.60 RSP per 460ml tub, LEC invites conscious shoppers to indulge intentionally with flavours including Swirly Pistachi-oh!, Peanut Caramel Tango, Vanillove, Chocolate Crunch and Salty Carammmel – all with a maximum of 399 Kcals per tub.
LEC is a revolutionary ice cream for mindful lifestylers – just like its founder Formula 1 star Charles Leclerc. In partnership with Italian gelato masters Federico Grom and Guido Martinetti, the trio has created a product for those who seek pleasure in the moment without abandoning awareness and moderation – along with Leclerc’s manager and longtime ally in his most thrilling ventures, Nicolas Todt.
Federico Grom, co-founder of LEC, said: “As a top-tier athlete, Charles Leclerc’s lifestyle revolves around discipline, wellness, and balance. But his love for ice cream – his ultimate indulgence – often meant choosing between taste and his ambition. That conflict sparked a bold mission: reinvent ice cream so you don’t have to choose anymore.
He continued: “It took a lot of time, energy, and passion to capture that particular flavour of uniqueness until, one day, LEC was born. The wonder of LEC lies in striking the perfect balance between the absolute enjoyment of ice cream and the need (or will) to make thoughtful food choices. It’s all about combining the irresistible taste of your favourite delight with the lightness of a reduced-calorie recipe.”
With a philosophy driven by an unwavering commitment to taste through discerning ingredients, LEC doesn’t just satisfy, it aims to rewrite the ice cream rules as we know them. LEC was born with the intention of allowing more and more people to be able to enjoy the pleasure of ice cream as part of a healthy and balanced lifestyle, to overcome that sense of guilt that sometimes one might feel. So, why resist?
