38°Rome, July.
It all starts on a July afternoon.
Rome, thirty-eight degrees. Samuel and Emanuele are looking for an ice cream that is truly good and has no added sugar. They can’t find one, and the question stays with them: why doesn’t it exist?
About us.
Born in Rome, on a scorching July day.
The story
30°Rome, July.
If it doesn’t exist, we’ll make it.
Said like that, it sounds like a joke. But the question has already become an idea, and good ideas have one flaw: they won’t let you go.
22°2020.
A year of trials, from the kitchen table.
The world stops; they don’t. They read, make calls, listen to people who have made ice cream all their lives. And learn the first lesson: taking the sugar out is easy — keeping it a good ice cream is the hard part.
14°2020.
The spoonful that wins everyone over.
After dozens of attempts, a batch that needs no explaining: creamy, full, tasting of the ingredient rather than the sugar. The recipe is there.
6°2021.
The first Squp reaches the shelf.
Three white tubs: Pistachio, Hazelnut, Chocolate. A real ice cream, with the nutrition facts in plain sight. It’s only the beginning, but there’s no turning back.
−2°2022.
No added sugar, written on the tub.
The recipe is rebuilt from scratch, with one clear goal: good, and with no added sugar. Cocoa, Hazelnut, Pistachio: the three flavours that say who Squp is.
−10°2022 – 2025.
People start to notice.
Five awards in four years. They all say the same thing: a good ice cream with no added sugar can be made. And made well.
2022Best FoodTech Startup2022Among the most innovative ice cream companies in the world2023Top 100 Italian Innovators Under 302024100 Excellences, Food category2025Top 100 Italian Startups
−18°Today, in the freezer at home.
Five flavours, and the same question.
Today Squp sits in freezers from Northern to Central Italy. Five tubs in a row and, behind each one, the curiosity of that July afternoon: can we do even better?
A good ice cream,innovative and functional.
Made with care for people, from the recipe to the tub, and made accessible to everyone, starting from supermarket shelves.
Redefining the pleasureof ice cream.
Making a positive impact on people’s lives, by making good ice cream accessible to everyone.
SQUP S.r.l. is an Innovative SME, listed in the Italian register of innovative companies. Rome.