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A new ice cream start-up focused on ‘mindful indulgence’ has launched in the UK, founded by Formula 1 driver Charles Leclerc alongside gelato specialists Federico Grom and Guido Martinetti.

The start-up, Lec, aims to ‘redefine what it means to enjoy ice cream in a more balanced and joyful way’. It has been created for consumers who seek pleasure and indulgence without abandoning awareness and moderation, the co-founders said in a press release.

Each of the Lec flavours are reduced in calories – a maximum of 399 kcals per tub – compared to typical ice cream offerings, but are said to deliver a ‘rich’ flavour for those looking for enjoyable options to include as part of a conscious and balanced lifestyle.

The tubs are available in five flavour varieties: Swirly Pistachi-oh!, Peanut Caramel Tango, Vanillove, Chocolate Crunch and Salty Carammmel.

Co-founders Grom and Martinetti bring their Italian gelato expertise to the start-up, having previously founded the Grom gelato brand. They teamed up with Leclerc and his manager, Nicolas Todt, to bring the vision to life, with the tubs now available via the delivery service GoPuff for £5.60 per 460ml tub.

Grom commented: “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 added: “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.”