After seeing the Personal MM’s example during the previous presentation, I was wondering if there were more cases of mass customization and customer involvement regarding food. There is a company which produces nutrition bars which can be fully customized. Customers can select their own prefered ingredients and name their own bar. There is a video of the making proces on their website for those who are really interested in the proces.
Furthermore, while I was looking for this nice example, I stumbled upon this blog post which states the different kinds of mass customization and a nice corresponding example.
http://replicatorinc.com/blog/2009/04/6-types-of-mass-customization/
Richard Wang
Consumer Value Creation 
Thank you Richard for sharing!! I like the second link very much. it is related to the different shades of customization that Lampel & Mintzberg talked about. I like the way they present the different approaches in a more practical way!