A professor of experimental psychology at Oxford University has partnered with Strong Roots, a plant-based food company, to create a bacon patch for vegans struggling to stay meat free, Business Insider reports.
The idea is that the person wearing the patch scratches it when they’re experiencing a craving for meat. After scratching, the patch will emit the smell of cooked bacon.
Professor Charles Spence, creator of the patch, specializes in sensory perception and the way the mind is connected to the senses of taste and smell. He told Business Insider that the patch may help those who don’t want to eat meat to refrain because the smell will let them imagine they’re eating bacon and will satisfy their cravings.
"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. Imagine eating enough bacon and you might find yourself sated," he told the outlet.
The patches are being trialed in a small market in the UK, where Strong Roots is based, but it hopes that it will become more widely available in the future. Strong Roots products are available in the U.S., but no word yet on whether or not the patch will make it across the pond.
British boxer and reality TV star Tommy “TNT” Fury, who is not vegan but says that he’s trying out “Veganuary” in partnership with the brand appears in the promotional campaign for the patches.
We know cutting down your meat consumption is hard. But cutting it out altogether? That’s seriously hard – in fact, 56% of people who have tried have failed in the first four to five weeks. So, to help you get through these tough last weeks of January, we’ve created the world’s first scratch and sniff meat patch. Just stick it on your arm and give it a rub to release a sizzlingly delicious bacon aroma any time you’re feeling in need of a meat-hit. Don’t just take our word for it - @tommytntfury’s a fan too 💪 Our ➕ Veganuary Response Vehicle 🚑 will be touring the country for three weeks across 7 cities with all the Strong Roots products you need to beat the Veganuary slump, including a limited number of these little meat patch heroes. Check out our Stories to find out where the ➕ VRV 🚑 will be popping up next! #STRONGROOTS #YourPlantBasedFriend #MeatPatch #Veganuary