There’s a specific moment when ice cream stops being a guilty pleasure and becomes an ally for those who work out—disguised as a scoop. In Milan, that moment has an address: Via Vigevano 35, in the heart of Porta Genova, just a couple of minutes’ walk from the Darsena.
The Even gelateria opened here on May 8, boldly presenting “the ice cream that didn’t exist.” In other words: a protein-rich, lactose-free, gluten-free, and no-added-sugar ice cream.
And—a detail that label-conscious consumers will appreciate— it’ s free of maltitol, that sweetener which in “diet ice creams” often causes side effects best left unmentioned at the dinner table.
Who are the influencers behind Even (and who is the third partner)?
The faces behind the project are Caterina Piccirilli and Raffaele Del Piano, known as 2foodfitlovers: a couple—in life and at work—who lead a social media community of over 4 million followers with healthy recipes, food content, and an e-commerce site for functional products that’s already up and running.
The “protein ice cream” is, in fact, a long-standing idea of theirs: they claim to have pioneered it well before it became trendy, and they’re keen to make that clear.
The third partner is a name that makes headlines in Milan all on its own: Steven Basalari, an entrepreneur and social media personality with over a million followers, who joined the project to boost visibility and growth.
How much does the ice cream cost, and which flavors are the most popular?
The good news for your wallet: at Even, you don’t pay the “health premium.” Cones and cups start at €3.80 for two flavors, then €4.40, and up to €5 for the larger portions. Whipped cream, crunchy toppings, or additional sauces inside the cone cost an extra €0.60.
The flavors on display are never the same: the rotation is constant and part of the strategy, with limited-edition and seasonal offerings coming and going. You’ll still find the staples, though— pistachio (with 15% real pistachios), hazelnut, dark chocolate, coconut, mango, strawberry, anda low-fat peanut flavor that more than one customer swears tastes like sorbet.
There’s also a vegan, water-based line, primarily featuring fruit flavors. On the display stand, next to each flavor, you can check the nutritional values and calories: the protein content varies by flavor, and for some, it reaches around 10 grams per serving.
In addition to gelato, the concept aims to cater to every part of the day: a specialty coffee shop, customizable waffles, pistachio tiramisu, and the infamous “pallotte”—pangocciolo-style brioches that fans take home (when they can get their hands on them).
What makes it different from the usual “gym-friendly” ice cream?
The point isn’t the protein count. Milan is already full of options in that regard. The difference here is that nothing tastes like a sacrifice.
Everything is made in-house in the open kitchen: no pre-made bases, fat content kept to a minimum, and ingredients derived almost exclusively from raw materials—such as nuts in the pistachio and hazelnut flavors, for example.
This is Even’s Milanese gamble: taking a category that used to taste like a dietary supplement and reimagining it as real gelato—the kind you’d order even if you never set foot in a gym.
Is the Even gelateria a hit, or is it just the latest fad?
Here, judging by the reviews, opinions are surprisingly unanimous. Some had already tried it at Rimini Wellness and say they came back to “reaffirm their love” for it with new flavors. Some swear that the dark chocolate and coconut flavors are superb; others have changed their minds about fruit flavors thanks to an apricot described as “incredibly juicy”; and still others candidly admit that their takeout scoops “never made it home—we ate them on the way.”
The most common feedback concerns the value for money, which is considered fair (some even find it low), and the staff, praised for their expertise and technical explanations of nutritional values. A small touch that customers often mention: the wall telling the founders’ story, which has already become a popular photo spot.
There’s no shortage of mixed reviews—some find the tiramisu a bit too bitter, while others complain about the somewhat chaotic queue system with the totem pole during peak evenings—but the community’s verdict, for now, leans decisively toward “I’ll be back.”
📍Where: Even — Via Vigevano 35, Milan (Porta Genova)
Price: cones and cups for €3.80, €4.40, and €5
