Strong Roots is a plant-based food company producing the world’s first patch to help manage meat cravings. It emits the smell of bacon when scratched, and is being trialed by consumers going vegan. The company claims that, as nicotine patches help smokers with cravings, the bacon patch supports consumers in cutting out meat. Although they haven’t conducted scientific trials to prove the efficacy of the patches, the technology is inspired by studies from the University of Oxford: “The smell of bacon while eating might help consumers imagine eating meat, make them feel sated and manage their cravings”.