Our Story
A family business.
Leo Hoffman has been on both sides of the scale. He grew up overweight, and the pandemic only made it harder.
What changed wasn't a pill or a program — it was a decision. Leo found his own path through keto, three gyms, and five years of dedicated training at Team Tufunga in California, working with coaches who believed in him: Leo Valentino, Mike Filipini, and Pete Sekona. Family friends Nick and Lamont gave him the early push toward keto when nothing else had worked.
One thing kept getting in the way of his progress: ice cream. Every "healthy" pint either tasted like cardboard or hid sugar in the label.
So Leo teamed up with his dad Noah to build the brand. Noah runs the business — sourcing, partnerships, fulfillment, growth. Leo brought the mission, the macros, and the relentless taste-testing.
For the recipes, they brought in the best pastry chef they knew: Leo's mom.
Noriko Hoffman is a classically trained pastry chef currently at the St. Regis San Francisco, with a career that has taken her through Four Seasons Palo Alto, Rotha Pâtisserie in Albany, and the Claremont. She brings five-star precision and a Japanese sensibility to every batch — and she's the reason these pints taste nothing like the protein ice cream you've tried before.
And every flavor has to pass one final test: Alana, Leo's younger sister and the family's official taster. If she doesn't approve, it doesn't ship.
Together, they built the ice cream Leo wished he had — high protein, low sugar, and made with the craft of a five-star kitchen.