A popular Melbourne ice cream store has been forced to remove an image from social media promoting gendered ice cream flavours after it faced a backlash from angry customers online.

Pidapipo Gelateria, which has stores in Carlton and Windsor, shared a photo to its Instagram account that featured separate male and female ice creams.

"Here are two gelato popsicles we've created. One for men and one for women. For men? Salted caramel with milk chocolate & malt crumb. For women? Strawberry rose with white choc & raspberry dust. Even better together," the caption read.

View photos Pidapipo Gelateria has come under fire after sharing an image of gendered ice cream flavours to Instagram (pictured is a customer photo). Source: Instagram More

The post was inundated with negative comments that attacked the store's decision to upload the image.

"OF COURSE the women get a pink fruity one. I'm shocked the men's isn't rum or some s***," one comment read.

Melbourne University School of Social and Political Sciences lecturer, Dr Lauren Rosewarne told Fairfax Media there was no need to make separate gender flavours.

"The linking of sweet and floral flavours to women, and salty and dark flavours to men is harmless but is also reliant on old-fashioned stereotypes that really don't have a place in the world of ice cream," Dr Rosewarne said.

View photos The store has since apologised for any misunderstanding with their post. Source: Instagram/paisleyccc More

"The marketing strategy thus comes across as a little old hat, rather than modern or savvy."​

A spokesperson for Pidapipo apologised for any misunderstanding after creating the flavours to represent Net-a-Porter and Mr Porter brands at a spring fashion event.

"We removed an Instagram post about the event because it was creating confusion as to the intent of the creative collaboration," the spokesperson said.