“WHY NUT?”: New ice cream LEC makes the impossible possible

The combination of hazelnut and cocoa creates an extraordinary and unbelievably light taste experience, with 398 Kcal per tub

Today in Milan, LEC held a press conference presenting the brand’s vision of redefining contemporary gelato by combining pleasure and wellbeing. The event, titled “Buono e Leggero, da non crederci!”, was the perfect occasion to unveil the major new launch for 2026: the new WHY NUT? flavor, available from mid-April.

But the event was more than just a product announcement—it was a true immersion into the brand’s lifestyle. Guests enjoyed a unique experiential lunch, where they could choose from three different menus inspired by different lifestyles, experiencing firsthand how the brand fits perfectly into any dietary routine, from the most dynamic and sporty to more reflective or relaxation-focused lifestyles.

Opening the founders’ panel was Federico Grom, who introduced the event by highlighting the brand’s vision: “Our goal, from day one, has been to overcome the perceived contradiction between the desire for indulgence and conscious food choices. LEC was created to prove that these two dimensions can coexist, elevating the gelato experience into a true moment of freedom, without compromising personal wellbeing goals.”

The concept behind the new WHY NUT? flavor comes precisely from this idea: transforming the common expectation that something indulgent cannot also be light* at the same time.

The new flavor embodies a bold, even unconventional attitude, where irresistible hazelnut and cocoa swirls blend with an unexpectedly creamy gelato for an experience with no compromises.

The heart of the innovation lies in this balance: on one hand, a rich and indulgent taste impact; on the other, a calorie count fully aligned with the brand’s promise:

398 Kcal per tub
146 Kcal per 100g

Less than half of major competitors, which exceed 300 Kcal per 100g, reaching close to 350 Kcal.

“We created WHY NUT? in record time to respond to a stronger-than-ever trend in the cocoa and hazelnut category,” explained Guido Martinetti. “As always, we worked to achieve the perfect combination of texture and flavor profile, with the goal of delivering that intense and creamy character which makes this new flavor absolutely irresistible, while maintaining extraordinary lightness*.”

Beyond product innovation, LEC is focused on strengthening its market presence. The brand has successfully tapped into an increasingly widespread need: freeing pleasure from excessive calories without giving up great taste.

Its performance in complex markets such as Italy, France, Switzerland and the United Kingdom demonstrates the strength of this vision, as commented by Nicolas Todt: “The results we have achieved confirm that LEC responds to a universal need. Our growth is built on an innovative product unlike anything else on the market, capable of satisfying the palate with lightness* while creating a lasting relationship of trust with consumers, consistent with their lifestyle.”

Providing context to this positive approach, Alessio Di Gennaro, nutritionist and well-known creator, took part in the press conference to discuss the concepts of physical and mental wellbeing and conscious nutrition.

Di Gennaro explained how food innovation should help foster a healthier relationship with food, where pleasure becomes a conscious choice that supports everyday balance, removing the burden of sacrifice or emotional conflict often associated with more indulgent foods.

This vision transforms gelato from a simple cheat treat into an integral part of a dynamic and highly personal lifestyle.

The story of LEC began in 2024, when Charles Leclerc shared with friends Federico Grom and Guido Martinetti the difficulty of reconciling his passion for gelato with the demands of a highly disciplined lifestyle.

What began as a personal need was transformed, thanks to the expertise of his partners, into an ambitious mission: creating a gelato capable of going beyond clichés, suitable for everyone—from professional athletes to those who simply want to stay fit and feel good—and able to promote a conscious approach to life’s small pleasures.

“LEC is not just a business project, but something born naturally from a deep personal need of mine: reconciling a life defined by the discipline of athletic performance with those small but necessary moments of everyday happiness—such as, in my case, a great passion for gelato. We are often used to thinking that pleasure is a concession that can take us away from our goals; we want to prove exactly the opposite. Seeing that this vision is now shared by so many people, and that our gelato is becoming a companion for anyone who no longer wants to choose between taste and feeling good, is our greatest satisfaction and motivates us to do even better. That is exactly why, with WHY NUT?, we pushed ourselves further, creating an unprecedented flavor that perfectly embodies the essence of LEC,” said Charles Leclerc.

With the launch of WHY NUT?, LEC is not simply adding another flavor to its range, but reinforcing its original promise: breaking conventions and putting the freedom to enjoy every moment back at the center.

WHY NUT? is positioned as the ultimate answer for anyone who no longer wants to compromise with their desires.

Because in the end, when it comes to conscious pleasure, there is only one question left to ask:

Why Resist?

Notes

* compared to the average of the best-selling tub gelato products according to Unione Italiana Food
** Retail price is at the sole discretion of the seller.

Recommended retail price: €4.99

LEC is distributed through major supermarket and hypermarket chains. The list of retailers where LEC is available is always updated on the website lec.it.

For further information: Spencer & Lewis for LEC.