McDonald's Italia
The humble hamburger saw yet another reinvention in Italy this week with McDonald's rolling out a new version filled with the sweet hazelnut and cocoa spread Nutella.
The new product - launched in a Facebook post by McDonald's Italy on Thursday evening - is more like a Twinkie than a burger and features soft sweet rolls with a liberal-sized glob of the chocolate spread in the middle.
Called "Sweet with Nutella" the advertisement on Facebook has already garnered 41,000 comments from delighted - if a little incredulous - food fans.
The country - the traditional home of Nutella - is no stranger to off-the-wall McDonald's menus with a Michelin-starred chef being employed by the firm back in 2011.