Chevron icon It indicates an expandable section or menu, or sometimes previous / next navigation options. HOMEPAGE

An Oxford University professor has created a patch infused with bacon to 'help vegans cope with meat cravings'

Meat Patch on Arm 2.JPG
The patch is designed to help curb bacon cravings. Strong Roots

  • An Oxford University professor has created a "meat patch" to help struggling vegans get through their bacon cravings.
  • The idea is that people who are attempting to cut down their meat consumption can scratch the patch, which is infused with the scent of bacon, in order to release the smell, which could help trick the mind.
  • "Studies have shown that scent can reduce food cravings," Professor Charles Spence said.
  • Visit Insider's homepage for more. 
Advertisement

A patch infused with the scent of bacon has been developed by a scientist with the aim of helping people who choose to adopt a plant-based diet curb their meat cravings.

The device was created by Charles Spence, a professor of experimental psychology at the University of Oxford.

Spence, who specializes in sensory perception and the way in which the mind is connected to our senses of taste and smell, collaborated with plant-based food company Strong Roots to create the patch.

When a person who is wearing the patch scratches it, it produces a smell similar to that of cooked bacon.

Advertisement
Meat Patch (White background)
The Meat Patch design makes it pretty clear what it does. Strong Roots.

Professor Spence explained that this may help those who wish to refrain from eating meat to "imagine" that they are eating bacon, which should supposedly sate their appetite.

"Studies have shown that scent can reduce food cravings," said the author of "Gastrophysics: The New Science of Eating."

"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."

This week, the patches are being trialled in Reading, Leeds, and Liverpool, all in the UK.

Advertisement

Strong Roots stated that the company hopes the product will become more widely available to consumers in the future.

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

A post shared by STRONG ROOTS UK (@strongrootsuk) on Jan 25, 2020 at 5:01am PST

 

The patch is being promoted by former UK dating TV show "Love Island" contestant and boxer Tommy Fury, who said on his Instagram story: "I've been hearing a lot about Veganuary, and I really wanted to try it. One of my new year's resolutions was to cut back on meat."

While some may think the product is innovative, described by Strong Roots founder Samuel Dennigan as "the world's first ever meat patch," others have expressed their cynicism.

"This surely can't be an actual thing," one person tweeted.​

Advertisement

Over the past few years, the vegan market has become saturated with new products, with an increasing number of food manufacturers jumping on the plant-based bandwagon.

It was recently reported that Leon's vegan burgers have become more popular than its meat versions, while earlier this month restaurant Wagamama announced it was to start serving "vegan tuna" made from watermelon.

However, not all vegan food launches have been smooth-sailing.

Earlier this year, KFC launched its new vegan Quorn "chicken" burger.

Advertisement

Shortly afterwards, several customers complained that they had been served the meat version in error.

A KFC spokesperson issued an apology with regards to the wrong orders, stating: "We're only human."

"We're really pleased so many fans have come in to try the vegan burger this week, that said, we know there's been a handful of instances where we've made mistakes… it's not great and we're really sorry that's happened," the spokesperson told The Independent.​

Read more:

Advertisement

Burger King UK has launched its first plant-based burger but vegans can't eat it

Joaquin Phoenix praised the Golden Globes for serving a fully vegan menu for the first time

A formerly vegan influencer followed the meat-only carnivore diet for 30 days and her fans are not happy

Read the original article on The Independent. Copyright 2020. Follow The Independent on Twitter.
Sustainability
Advertisement
Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification.

Jump to

  1. Main content
  2. Search
  3. Account