Häagen-Dazs to baffle consumers

In a bizarre initiative Häagen-Dazs is considering repackaging its ice-cream in plain white pots, so that consumers have little or no idea what flavour they are buying. The company believes putting the flavour on the pot negatively influences consumers’ ability to enjoy the contents.

The new tubs will feature the Häagen-Dazs logo but not the flavour, so as not to give the consumer “preconceived notions of what a certain flavour tastes like”.

The ice-cream brand says it is experimenting with the idea, and that no specific timescale has been agreed for launching the redesigned tubs.

The move means famous names such as Cookies & Cream and Strawberry Cheesecake could be consigned to history. The only hint of what flavour customers are buying will be the ingredient panel on the side of the tub, which is required by law.

The proposed changes are in line with Häagen-Dazs’ recent campaign, which encourages people to explore their sensual side by eating ice-cream.

Häagen-Dazs commissioned research where 100 volunteers were blindfolded and then fed a range of different brands and flavours.

Geoffrey Beattie, professor of psychology at Manchester University, concluded that you get a better taste sensation if you “verbalise” the taste rather than anticipating the flavour.

Richard Gold of brand consultancy Wolff Olins says the idea could be “fun”, but adds: “It will be interesting to see whether the idea of Häagen-Dazs is bigger than the idea of the ice-cream flavours.”