diff --git a/awesomplete.js b/awesomplete.js
index 950a5ace..545086ed 100644
--- a/awesomplete.js
+++ b/awesomplete.js
@@ -22,6 +22,7 @@ var _ = function (input, o) {
 		minChars: 2,
 		maxItems: 10,
 		autoFirst: false,
+		data: _.DATA,
 		filter: _.FILTER_CONTAINS,
 		sort: _.SORT_BYLENGTH,
 		item: _.ITEM,
@@ -117,9 +118,18 @@ _.prototype = {
 			list = $(list);
 
 			if (list && list.children) {
-				this._list = slice.apply(list.children).map(function (el) {
-					return el.textContent.trim();
+				var items = [];
+				slice.apply(list.children).forEach(function (el) {
+					if (!el.disabled) {
+						var text = el.textContent.trim();
+						var value = el.value || text;
+						var label = el.label || text;
+						if (value !== "") {
+							items.push({ label: label, value: value });
+						}
+					}
 				});
+				this._list = items;
 			}
 		}
 
@@ -184,17 +194,21 @@ _.prototype = {
 	},
 
 	select: function (selected, origin) {
-		selected = selected || this.ul.children[this.index];
+		if (selected) {
+			this.index = $.siblingIndex(selected);
+		} else {
+			selected = this.ul.children[this.index];
+		}
 
 		if (selected) {
 			var allowed = $.fire(this.input, "awesomplete-select", {
-				text: selected.textContent,
-				data: this.suggestions[$.siblingIndex(selected)],
+				text: this.suggestions[this.index],
+				data: this.suggestions[this.index],
 				origin: origin || selected
 			});
 
 			if (allowed) {
-				this.replace(selected.textContent);
+				this.replace(this.suggestions[this.index]);
 				this.close();
 				$.fire(this.input, "awesomplete-selectcomplete");
 			}
@@ -211,6 +225,9 @@ _.prototype = {
 			this.ul.innerHTML = "";
 
 			this.suggestions = this._list
+				.map(function(item) {
+					return new Suggestion(me.data(item, value));
+				})
 				.filter(function(item) {
 					return me.filter(item, value);
 				})
@@ -262,11 +279,28 @@ _.ITEM = function (text, input) {
 };
 
 _.REPLACE = function (text) {
-	this.input.value = text;
+	this.input.value = text.value;
 };
 
+_.DATA = function (item/*, input*/) { return item; };
+
 // Private functions
 
+function Suggestion(data) {
+	var o = Array.isArray(data)
+	  ? { label: data[0], value: data[1] }
+	  : typeof data === "object" && "label" in data && "value" in data ? data : { label: data, value: data };
+
+	this.label = o.label || o.value;
+	this.value = o.value;
+}
+Object.defineProperty(Suggestion.prototype = Object.create(String.prototype), "length", {
+	get: function() { return this.label.length; }
+});
+Suggestion.prototype.toString = Suggestion.prototype.valueOf = function () {
+	return "" + this.label;
+};
+
 function configure(instance, properties, o) {
 	for (var i in properties) {
 		var initial = properties[i],
diff --git a/index.html b/index.html
index b9ff3412..0dc39172 100644
--- a/index.html
+++ b/index.html
@@ -125,6 +125,29 @@ <h1>Basic usage</h1>
 
 awesomplete.list = ["Ada", "Java", "JavaScript", "Brainfuck", "LOLCODE", "Node.js", "Ruby on Rails"];</code></pre>
 
+<p>Suggestions with different <strong>label</strong> and <strong>value</strong> are supported too. The label will be shown in autocompleter and the value will be inserted into the input.</p>
+
+<pre class="language-markup"><code>&lt;input id="myinput" /></code></pre>
+	<pre class="language-javascript"><code>var input = document.getElementById("myinput");
+
+// Show label but insert value into the input:
+new Awesomplete(input, {
+	list: [
+		{ label: "Belarus", value: "BY" },
+		{ label: "China", value: "CN" },
+		{ label: "United States", value: "US" }
+	]
+});
+
+// Same with arrays:
+new Awesomplete(input, {
+	list: [
+		[ "Belarus", "BY" ],
+		[ "China", "CN" ],
+		[ "United States", "US" ]
+	]
+});</code></pre>
+
 </section>
 
 <section id="customization">
@@ -233,6 +256,27 @@ <h1>Extend</h1>
 	this.input.value = text;
 }</code></pre></td>
 			</tr>
+			<tr>
+				<td><code>data</code></td>
+				<td>Controls suggestions' <code>label</code> and <code>value</code>. This is useful if you have list items in custom format, or want to change list items based on user's input.</td>
+				<td>Function that takes two parameters, the first one being the original list item and the second a string with the user’s input and returns a list item in one of supported by default formats:
+<ul>
+	<li><code>"JavaScript"</code></li>
+	<li><code>{ label: "JavaScript", value: "JS" }</code></li>
+	<li><code>[ "JavaScript", "JS" ]</code></li>
+</ul>
+To <strong>use objects without <code>label</code> or <code>value</code> properties</strong>, e.g. <code>name</code> and <code>id</code> instead, you can do this:
+<pre class="language-javascript"><code>data: function (item, input) {
+	return { label: item.name, value: item.id };
+}</code></pre>
+You can <strong>use any object for <code>label</code> and <code>value</code></strong> and it will be converted to String where necessary:
+<pre class="language-javascript"><code>list: [ new Date("2015-01-01"), ... ] </code></pre>
+Original list items as Date objects will be accessible in <code>filter</code>, <code>sort</code>, <code>item</code> and <code>replace</code> functions, but by default we'll just see Date objects converted to strings in autocompleter and the same value will be inserted to the input.
+<br />
+We can also <strong>generate list items based on user's input</strong>. See E-mail autocomplete example in <a href="#advanced-examples">Advanced Examples</a> section.
+				</td>
+				<td><code class="language-javascript">Awesomplete.DATA</code>: Identity function which just returns the original list item.</td>
+			</tr>
 		</tbody>
 	</table>
 </section>
@@ -335,17 +379,10 @@ <h2>E-mail autocomplete</h2>
 	<pre class="language-markup"><code>&lt;input type="email" /></code></pre>
 	<pre class="language-javascript"><code><script>new Awesomplete($('input[type="email"]'), {
 	list: ["@aol.com", "@att.net", "@comcast.net", "@facebook.com", "@gmail.com", "@gmx.com", "@googlemail.com", "@google.com", "@hotmail.com", "@hotmail.co.uk", "@mac.com", "@me.com", "@mail.com", "@msn.com", "@live.com", "@sbcglobal.net", "@verizon.net", "@yahoo.com", "@yahoo.co.uk"],
-	item: function(text, input) {
-		var newText = input.slice(0, input.indexOf("@")) + text;
-
-		return Awesomplete.$.create("li", {
-			innerHTML: newText.replace(RegExp(input.trim(), "gi"), "<mark>$&</mark>"),
-			"aria-selected": "false"
-		});
+	data: function (text, input) {
+		return input.slice(0, input.indexOf("@")) + text;
 	},
-	filter: function(text, input) {
-		return RegExp("^" + Awesomplete.$.regExpEscape(input.replace(/^.+?(?=@)/, ''), "i")).test(text);
-	}
+	filter: Awesomplete.FILTER_STARTSWITH
 });</script></code></pre>
 	</section>
 
diff --git a/test/api/selectSpec.js b/test/api/selectSpec.js
index 84895b16..9a1214e0 100644
--- a/test/api/selectSpec.js
+++ b/test/api/selectSpec.js
@@ -46,8 +46,8 @@ describe("awesomplete.select", function () {
 
 			expect(handler).toHaveBeenCalledWith(
 				jasmine.objectContaining({
-					text: expectedTxt,
-					data: expectedTxt,
+					text: jasmine.objectContaining({ label: expectedTxt, value: expectedTxt }),
+					data: jasmine.objectContaining({ label: expectedTxt, value: expectedTxt }),
 					origin: this.selectArgument || this.subject.ul.children[0]
 				})
 			);
diff --git a/test/init/listSpec.js b/test/init/listSpec.js
index 6f95ff05..eff78d61 100644
--- a/test/init/listSpec.js
+++ b/test/init/listSpec.js
@@ -23,12 +23,20 @@ describe("Awesomplete list", function () {
 
 		it("assigns from element specified by selector", function () {
 			this.subject.list = "#data-list";
-			expect(this.subject._list).toEqual([ "With", "Data", "List" ]);
+			expect(this.subject._list).toEqual([
+				{ label: "With", value: "With" },
+				{ label: "Data", value: "Data" },
+				{ label: "List", value: "List" }
+			]);
 		});
 
 		it("assigns from element", function () {
 			this.subject.list = $("#data-list");
-			expect(this.subject._list).toEqual([ "With", "Data", "List" ]);
+			expect(this.subject._list).toEqual([
+				{ label: "With", value: "With" },
+				{ label: "Data", value: "Data" },
+				{ label: "List", value: "List" }
+			]);
 		});
 
 		it("does not assigns from not found list", function () {
@@ -68,12 +76,20 @@ describe("Awesomplete list", function () {
 
 		it("assigns from element specified by selector", function () {
 			this.options = { list: "#data-list" };
-			expect(this.subject._list).toEqual([ "With", "Data", "List" ]);
+			expect(this.subject._list).toEqual([
+				{ label: "With", value: "With" },
+				{ label: "Data", value: "Data" },
+				{ label: "List", value: "List" }
+			]);
 		});
 
 		it("assigns from list specified by element", function () {
 			this.options = { list: $("#data-list") };
-			expect(this.subject._list).toEqual([ "With", "Data", "List" ]);
+			expect(this.subject._list).toEqual([
+				{ label: "With", value: "With" },
+				{ label: "Data", value: "Data" },
+				{ label: "List", value: "List" }
+			]);
 		});
 	});
 
@@ -85,14 +101,21 @@ describe("Awesomplete list", function () {
 
 		it("assigns from element referenced by selector", function () {
 			this.element = "#with-data-list";
-			expect(this.subject._list).toEqual(["With", "Data", "List"]);
+			expect(this.subject._list).toEqual([
+				{ label: "With", value: "With" },
+				{ label: "Data", value: "Data" },
+				{ label: "List", value: "List" }
+			]);
 		});
 	});
 
 	describe("list html attribute", function () {
 		it("assigns from element referenced by id", function () {
 			this.element = "#with-list";
-			expect(this.subject._list).toEqual(["With", "List"]);
+			expect(this.subject._list).toEqual([
+				{ label: "With", value: "With" },
+				{ label: "List", value: "List" }
+			]);
 		});
 	});
 });
diff --git a/test/init/optionsSpec.js b/test/init/optionsSpec.js
index 40153c1d..fc60997c 100644
--- a/test/init/optionsSpec.js
+++ b/test/init/optionsSpec.js
@@ -19,6 +19,10 @@ describe("Constructor options", function () {
 			expect(this.subject.autoFirst).toBe(false);
 		});
 
+		it("modifies list item with DATA", function () {
+			expect(this.subject.data).toBe(Awesomplete.DATA);
+		});
+
 		it("filters with FILTER_CONTAINS", function () {
 			expect(this.subject.filter).toBe(Awesomplete.FILTER_CONTAINS);
 		});
diff --git a/test/static/dataSpec.js b/test/static/dataSpec.js
new file mode 100644
index 00000000..311c6eb0
--- /dev/null
+++ b/test/static/dataSpec.js
@@ -0,0 +1,19 @@
+describe("Awesomplete.DATA", function () {
+
+	subject(function () { return Awesomplete.DATA(this.item) });
+
+	it("returns original String", function () {
+		this.item = "JavaScript";
+		expect(this.subject).toEqual("JavaScript");
+	});
+
+	it("returns original Object", function () {
+		this.item = { label: "JavaScript", value: "JS" };
+		expect(this.subject).toEqual({ label: "JavaScript", value: "JS" });
+	});
+
+	it("returns original Array", function () {
+		this.item = [ "JavaScript", "JS" ];
+		expect(this.subject).toEqual([ "JavaScript", "JS" ]);
+	});
+});
diff --git a/test/static/replaceSpec.js b/test/static/replaceSpec.js
index 4339ff21..e2eddbae 100644
--- a/test/static/replaceSpec.js
+++ b/test/static/replaceSpec.js
@@ -5,7 +5,7 @@ describe("Awesomplete.REPLACE", function () {
 	def("instance", function() { return { input: { value: "initial" } } });
 
 	it("replaces input value", function () {
-		this.subject.call(this.instance, "JavaScript");
+		this.subject.call(this.instance, { value: "JavaScript" });
 		expect(this.instance.input.value).toBe("JavaScript");
 	});
 });