Tommy Fury models first ever ‘meat patch’ that gives off a bacon scent to help cravings

With Veganuary in full swing, some Britons are finding it difficult to truly go meat-free as cravings take over.

But there's one solution that is being trialled that could potentially provide the answer to many meataholics' woes – and even boxer and Love Island star Tommy Fury is getting in on the action.

Plant-based food brand Strong Roots have launched a 'meat patch', inspired by a nicotine patch, which is w orn on the arm and contains a bacon scent that is released via a scratch and sniff mechanism.

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The patch – which is just a prototype and not available for sale – is scientifically back as research by Professor Charles Spence, University of Oxford, author of Gastrophysics: The New Science of Eating , found in his studies that scent can reduce food 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 wrote in his book.

Research commissioned by Strong Roots and conducted by OnePoll of 2,000 Britons showed that almost half have tried to reduce their meat intake at some time and that it was the hardest thing above alcohol and cigarettes to give up.

Bacon (20 per cent) was found to be the red meat most people would miss, followed by beef steak (15 per cent) and sausages (14 per cent).

As awareness of the vegan trend grows, the study found Britons are increasingly conflicted: more than one-third (36 per cent) now feel guilty when they eat meat.

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While 43 per cent of respondents say they would like to reduce the amount of meat they eat, a similar number (40 per cent) admit they would really struggle to give up their carnivore diet and go vegan or vegetarian.

The top two motivations for reducing meat consumption are health, and concerns about the environment.

But temptation is the biggest reason for people falling off the wagon with almost one in three (27 per cent) struggling to resist the lure of fast food, the draw of appetising meat dishes while dining out, or the sight of their family tucking into meaty meals.

Samuel Dennigan, CEO & Founder of Strong Roots, said: “It’s Veganuary and we know that more people than ever are trying to adopt a plant-based lifestyle this year.

"However, the research shows just how many of them struggle with their resolution, so we wanted to offer a helping hand, and have developed the world’s first ever 'meat-patch'. We hope it goes some way to supporting all the meat- a-holics out there."

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