Strong Roots, a plant-based food brand, has started experimenting with a meat patch that it says can help vegetarians and vegan eaters curb their meat cravings.
The idea was started by Professor Charles Spence, an Oxford Univ. scientist who specializes in experimental psychology, who teamed up with Strong Roots.
According to Spence, the patch emits the smell of bacon when scratched.
“Studies have shown that scent can reduce food cravings,” Spence said to The Independent. “Our sense of smell is strongly connected to our ability to taste, therefore experiencing food related cues such as smelling a bacon aroma, can lead us to imagine the act of eating that food.”
The company plans to give out more samples around the UK to test it further.