Lidl Italia has introduced 'Gelato FANtastico', a new ice-cream product created by consumers through an innovative crowdsourcing programme.
Over 1.6 million Lidl Italia Facebook fans were able to take part in the initiative, which resulted in the creation of over 2,000 types of ice cream, with 'Gelato FANtastico' emerging as the winner, with 2,500 votes.
The winning ice cream combines coconut and pistachio with a topping of white chocolate and milk-chocolate flakes.
The discounter has released it under the Gelatelli private-label ice-cream brand.
This is the second user-generated content initiative by Lidl Italia. Last year, Facebook fans were invited to create a special pizza, which is still on sale in supermarkets.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
