An ice cream parlour with a difference

Prime Gelato is an ice cream parlour with a difference. Located just moments from the British Museum and Shaftesbury Avenue, this gelateria was founded in August 2017 and aims to bring customers a taste of delicious, authentic Italian ice cream.

While it may only be a little over a year old, Prime Gelato is already garnering praise, and positive reviews on sites such as TripAdvisor have meant a big boost in sales recently. The menu and choice of flavours is extensive and includes Amaretto, Cointreau Cream, lavender, honey and sesame and peanut butter.

Owner Mirko Mazzone says: “We want to bring the true taste of Italy to our London customers, and the range of gourmet gelato we offer really sets us apart from the competition. We’ve also recently launched a vegan range, so those following a vegan diet can still enjoy our great tasting ice cream.

“We like to think we do things differently and offer something you can’t find anywhere else. Our flavours are bold, exciting and sometimes a little playful, but that’s exactly what Prime Gelato is about!”

In little over a year, sales at Prime Gelato have been growing steadily and Mirko Mazzone is confident his little shop is destined for great things. During the winter months, he also serves a selection of food including hot desserts which includes Belgian waffles and crepes.

Thanks to its location in one of the busiest areas of London, Prime Gelato sees both locals and international tourists coming through its doors. Mirko Mazzone says hospitality is one of the most important elements to his business, creating a warm and relaxing environment in which his customers can enjoy their desserts. For those with a sweet tooth, few London gelaterias offer quite the range or the welcome as Prime Gelato.


Notes for Editors

For more information about Prime Gelato contact Mirko Mazzone on 07840 803338 or email

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