Häagen-Dazs gets rid of the flavours no one likes

Packaging designers watch out. If Häagen-Dazs’ plan to repackage its ice cream in plain ‘No Flavour’ pots takes off, you could be out of a job.

The company’s aim, announced last week, is to stimulate people’s taste buds so they can grab a spoon ‘free of preconceived ideas about [the ice-cream’s] flavour’. Well, call us weird, but we prefer to know whether we are tucking into Cookies and Cream or Vanilla Chocolate Fudge before we open the tub.

The idea runs on the theory that if you tell someone what they are eating, they will imagine they are tasting it. Testing that theory to the max could be fun