Templating
By default the select takes the item.text and item.value of the data array items and populates the select. Besides the basic text/value interpretation you can write custom render functions for any custom markup printed as a scrollable list.
With the help of the renderItem option you can write a function that returns the custom item markup. Any data field can be used for the template. You'll also want to make sure that the itemHeight is set accordingly.
Demo
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Try it on demo.mobiscroll.com