London, England -- Haagen-Dazs has put the deep freeze on a plan to sell its ice cream in containers which don't reveal the flavor inside.

The company was going to test-market the flavorless labels in the United Kingdom based on research that shows people who are blindfolded while eating get more pleasure out of their food.

The theory was consumers would enjoy the ice cream more because they wouldn't have any preconceptions about the taste -- but it turns out many consumers don't like the idea of not being able to tell whether the ice cream they're buying is chocolate or vanilla.

In addition, some store owners think it would be too risky to leave the flavor off the package.

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