The Meat Patch: More and more people are leaning towards a reduction of meat in their diets. Now Charles Spence, a scientist specializing in experimental psychology out of England’s Oxford University, has teamed up with vegan frozen food brand Strong Roots to create a “meat patch” to help repentant carnivores curb their cravings.
Tommy “TNT” Fury, a British boxer and former “Love Island” contestant, is hawking the sticker on social media.
“I love eating meat. But I’m making an effort to cut down and eat more healthier this year,” the 20-year-old’s post on Instagram reads. “That’s why I’ve partnered with frozen, plant-based brand @strongrootsuk who have created a fantastic way to help — the world’s first ‘Meat Patch.’”
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But is it more than a savory scratch-and-sniff?
“Studies have shown that scent can reduce food cravings,” Spence tells The Independent. “Experiencing food-related cues such as smelling a bacon aroma, can lead us to imagine the act of eating that food.”
So, when a newly committed vegan is craving the porky product, they can scratch at their arm to release the fried bacon smell, which could, in theory, keep them from actually indulging in the good stuff.
The hog-wild product is currently being tested in towns in England, including Reading, Leeds and Liverpool, which makes sense since the Brits also introduced the world to the alcohol-free Dry January, and Veganuary, a month of abstaining from consuming animal products.
Strong Roots reps said they aim to make the meat patch more widely available down the line. But for now, amidst a sea of social media doubters, Fury appears to be the only one hamming it up for the meat patch.