Lidl Italia has started selling a special-edition ice cream created by fans of its official Facebook page. The discounter has just 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 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 special-edition ice cream has been then produced and the discounter has released it under the ‘Gelatelli’ private label ice cream brand.
IT’S NOT THE FIRST TIME- This is the second user generated content initiative by Lidl Italia, for example, last year Facebook fans were invited to create a special pizza, which is still on sale in supermarkets. In the period between June and July 2015,indeed, Lidl Italia’s Facebook fans created more than 10,000 pizzas, combining two bases and 24 ingredients, with the help of a special crowdsourcing app. The most votes were awarded to the ‘Gorgonzola with bacon and walnuts’ pizza, which was elected the ‘Pizza FANtastica 2015‘. The special-edition pizza was then produced, naturally leavened and baked in a wood oven, and subsequently distributed to Lidl Italia’s 570 stores.