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    ‘Life’s short. Eat freaking ice cream.’

    Live Life. Dig In. It’s the tag line for Vice Cream, a full fat, dense premium ice cream loaded with mix-ins, swirls, and sauces. It’s also founder Dan Schorr’s motto, as well as “Life’s short, eat freaking ice cream.” Schorr knows full well that life can change in an instant. Months after starting the Boston-based ice cream company two years ago, the Needham resident was diagnosed with an aggressive form of lymphoma, and had it not been found then, he would of had three months to live. After rounds of treatment, he’s cancer-free. It stands to reason his ice cream brand is about unapologetic indulgence, rebuffing the frozen desserts that are low-fat, low-carb and marketed as better for you, or “fake ice cream,” as he calls them, that’s flooding the market. “We’re validating coming back to real ice cream as a reward for all you do out there,” says Schorr. He knows the joy ice cream brings: When he was a college student at Tufts, Schorr drove a Good Humor truck during the summers and saw how happy the icy treats made his customers. The company offers eight flavors with clever names, including Toffee Wife — peanut butter ice cream mixed with chopped toffee bars, peanut butter cookie dough and a toffee ripple — and Breakfast in Bed — maple ice cream with chucks of sticky bun dough and pecan praline. Choc of Shame has chocolate ice cream and hunks of brownies and chocolate shavings ($5.99 a pint). “If you laugh for a minute when you see the names, we’ve achieved our goal,” says Schorr. The company gives back though his Nice Vice program, which reaches out to cancer patients and the staff that cares for them and participates in causes that fight cancer. You can taste Vice Cream at the annual Jimmy Fund Scooper Bowl, the nation’s largest all-you-can-eat ice cream festival, June 5-7 at City Hall Plaza. For information go to Vice Cream is available at Stop & Shop, Roche Bros., and Wegmans locations.