'Brits keen to adopt a vegetarian diet are about to get scientifically-proven help to wean them off their love of meat'

Love Island star Tommy Fury has tried the meat patch (Photos: Strong Roots)

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.

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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."

'Scientifically-proven help'

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