This year the FDA announced a plan to phase out petroleum-based synthetic dyes from the American food supply. Studies have popped up linking these dyes to negative health effects. Why do these dyes even exist? Because your average consumer would apparently be grossed out by eating food that is the actual color it is.

Brooklyn-based artist CJ Hendry, who often explores themes of consumerism, is interested in how presentation shapes our perceptions. She's thus collaborated with Jeni's Splendid Ice Creams to create a reportedly delicious, though jarring-looking ice cream that is jet black in color.

Called OPAQUE, it's made from black cocoa, espresso fudge and balsamic cherry, and has further been dyed (with all natural ingredients) to "[strip] the traditionally vibrant ice cream experience of all color" in order to subvert its marketing appeal.

The waffle cones, too, have been made black.

OPAQUE will be sold at a pop-up shop in NYC, opening this week, that has also been rendered completely colorless by Hendry. "We wanted to create an experience that pushes sensory boundaries," said Hendry. "Removing color makes you feel everything else more deeply — the texture, the taste, the emotion. It's quiet, it's bold, it's unlike any other ice cream shop you've ever stepped inside."

The OPAQUE pop-up will be open to the public from August 15–17 from 12pm to 7pm, at 390 W Broadway, New York, NY 10012. Those who aren't in NYC but are curious to try the ice cream will be able to order it starting on August 14th (for a limited time) at the Jeni's website.