Plant-based company Strong Roots has created the world's 'first meat patch' to help curb cravings for bacon.
Created by Professor Charles Spence, Author of Gastrophysics: The New Science Of Eating, the patch emits the smell of bacon when scratched, intended to quell cravings.
Love Island star Tommy Fury was one of the first to try the patch, which bears similar to nicotine patches for smokers, as he adopts a plant-based diet for one week.
'Reduce food cravings'
According to The Telegraph, Spence said: "Studies have shown 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."
A spokesman for Strong Roots added: "Brits keen to adopt a vegetarian diet are about to get scientifically-proven help to wean them off their love of meat.
"It comes after a study of 2,000 adults found that between cigarettes, alcohol and meat, meat is the hardest to give up."
Strong Roots will be handing out a limited number of meat patches to those 'really struggling with Veganuary' as it tours across the UK in its food truck.
You can find a location near you here