Häagen Dazs has launched a new real-time delivery service through its Facebook messenger app called Häagen Dazs NOW. The new service will allow consumers to order ice cream from any location which will then be delivered directly into the hands of the customer. The service was created by creative agency Space and developed by technology company Kerve.

Once an order is placed the service will have the ability to pinpoint a customer’s location using web-based geolocation APIs which will swiftly sync mobile data through web sockets. The location technology used will give Häagen Dazs the customers location and allow the shopper to see the exact delivery time.

“Häagen-Dazs NOW is a first for the ice-cream category, tapping into the growing trend for geo-targeted services.  We’re testing it to inform future consumer engagement plans, each of which aims to make every day extraordinary for our consumers”, said Samuel Horner, Senior Brand Manager at Häagen-Dazs UK.

“The future potential of geo-targeting is very exciting.  General Mills is an innovative business, and it’s a pleasure to be given the opportunity to create ground-breaking initiatives together. This activity provides evidence of our collective consumer-centricity and a desire to provide utility and advantage to our consumers,” added David Atkinson, managing partner at Space.

The ice cream giant is set to trial the service for the first time this September in London.