Refrigeration specialist Lec celebrates birthday by crowdsourcing new ice cream flavour
Refrigeration specialist Lec is celebrating its 70th birthday by asking its social media community to choose four ingredients in order to create a new flavour of ice cream, which will be produced by Kent based Artisan producer Simply Ice Cream.
The gallery of 70 flavours - including Spam, sushi, chocolate chunks, chilli, crème brulee, strawberry sauce and curry - is displayed on the Lec website and Pinterest page, with users to create an ice cream flavour combination Pinterest board, before tweeting with the hashtag #LecIceCream.
The best flavour combinations, as chosen by Lec and Simply Ice Cream, will go forward to a Facebook vote.
Jane Rylands, marketing communications manager for Lec, said: “With Lec celebrating such a landmark year it seemed only fitting that we created a birthday party essential in honour of the occasion – a brand new ice cream flavour created and chosen by our online community.
“Both food and ice cream trends have changed considerably over the past 70 years so we have given the UK public an eclectic mix of flavours and ingredients to choose from.
“Social media channels such as Pinterest and Twitter are hugely influential when it comes to food and we wanted to our communities the chance to come up with something extra special for Lec’s birthday.
“Simply Ice Cream have promised to create a delicious ice cream – whatever the winning flavour combination may be. It will be extremely interesting to see the final result and the reaction of the visitors sampling the flavour at the BBC Good Food Show this Winter.”
The closing date for entries is 7 September, with the winner to receive a year’s supply of ice cream, a Lec fridge freezer of their choice, a trip around the Simply Ice Cream headquarters to discover how the food is made, and tickets to BBC Good Food Show Winter.