Last month, Ferrari driver Charles Leclerc launched his own low-calorie ice-cream brand named ‘Lec’. Adding a personal touch to it, the brand has garnered significant attention and positive reviews. However, the cut-throat world of Formula 1 and business has led to a rivalry between Leclerc and 2016 world champion Nico Rosberg.
During the Chinese GP, Sky Sports’ Ted Kravitz approached Rosberg, reminding him that Leclerc had joined him in the ice cream business. The German acknowledged Leclerc’s venture but downplayed its scale. When asked if his shop would feature some Lec tubs, Rosberg responded with a competitive tone.
Rosberg’s ice cream venture, Vivi’s Creamery Ibiza, is located in Ibiza, Spain, and is known for its homemade gelato served in a beautiful boutique shop run by Rosberg’s wife, Vivian. Rosberg believes that the small-scale, artisanal approach of Vivi’s Creamery sets it apart from Leclerc’s large-scale manufacturing process.
In terms of availability and target audience, Lec has an advantage with its mass-market approach, reaching consumers across Italy. Vivi’s Creamery, on the other hand, caters to a more exclusive clientele in Ibiza.
However, Vivi’s Creamery offers a wider variety of options, including vegan, gluten-free, and health-conscious items, as well as seasonal gelato flavors and the option to create custom ice cream on a cold stone. Lec, in contrast, focuses on five core flavors: peanut caramel tango, swirly pistachi-oh!, chocolate crunch, vanillove, and salty caramel.
Lec’s ice cream is priced at 4.99 euros per tub, which is comparable to Vivi’s Creamery’s pricing. However, Lec’s emphasis on low calories, with each tub containing only 370 kcal, appeals to health-conscious consumers.
