Feb 08, 2020 12:00:00

Introducing a 'meat patch' jointly developed by Ig Nobel laureates that suppresses the urge to eat meat by sticking it on the skin

Professor Charles Spence , the winner of the Ig Nobel Prize , and STRONG ROOTS, an American startup that produces and sells food for vegans, have jointly developed a 'meat patch ' that can be attached to the skin to suppress the urge to eat meat. ..

Veganuary, Tommy Fury and the World's First Meat Patch --STRONG ROOTS
https://www.strongroots.com/veganuary-tommy-fury-and-the-worlds-first-meat-patch/

Patch infused with smell of bacon developed'to help vegans and vegetarians with meat cravings' | The Independent
https://www.independent.co.uk/life-style/food-and-drink/vegan-meat-patch-bacon-scratch-sniff-vegetarian-tommy-fury-strong-roots-a9301411.html

Vegan Company Creates'World's First Meat Patch' To Help Curb Bacon Cravings --Vegan News, Plant Based Living, Food, Health & more
https://www.plantbasednews.org/culture/company-creates-worlds-first-meat-patch-to-curb-cravings

Founded by the National Medal of Science in 1991, the Ig Nobel Prize is a parody of the Nobel Prize for 'achievements that make people laugh and think.' All the award-winning researches of the past are like 'what did you think when you started this kind of research?', But Professor Spence, an experimental psychologist at Oxford University, also said, 'The chewing sound of dry potato chips called'crispy'. He was awarded the 2008 Ignobel Nutrition Award for his research on 'the importance of sound in the diet' in a study that 'it feels 15% fresher than it really is when you eat squeaky potato chips'. Since then, Professor Spence has continued to study how vision, touch, and hearing affect taste, and has published a book detailing his achievements. The Japanese translation of the work is below.

The illusion of 'deliciousness' The truth of deliciousness found in the latest science (Kadokawa Shoten book) | Charles Spence, Kei Hasegawa | Engineering | Kindle Store | Amazon

Professor Spence developed it in collaboration with STRONG ROOTS, a startup that manufactures and sells foods for vegans, and the scent of bacon soaked in it suppresses the user's 'urge to eat meat.' patch'. This meat patch has the scent of baked bacon when scratched, and Professor Spence said, 'Even vegans who are refraining from eating meat can scratch the meat patch and smell the scent. You can eat while imagining that you are. ' The actual 'meat patch' is below. A prohibition mark is drawn on the bacon.

It is also reported that Tommy Fury, the younger brother of former WBA Super IBF WBO World Heavyweight Champion Tyson Fury , demonstrated the usefulness of meat patches. Tommy Fury, who is also active as a professional boxer, says that he is a 'meat addict' that he admits to himself and others, but he dared to take on the challenge of 'spend a week without meat' with a meat patch. It seems that it proved the usefulness of the meat patch.

'Research has shown that human sense of smell is strongly associated with taste, and that aroma can reduce the desire for food,' said Professor Spence. STRONG ROOTS said, 'A survey of 2000 subjects found that the desire for meat was the most deep-rooted of tobacco, alcohol and meat. We say that how many people' cut meat '. We have developed the world's first meat patch in response to the problem. '

STRONG ROOTS plans to sell this meat patch in a limited quantity on a dedicated food truck. STRONG ROOTS says, 'I hope we can expand our sales channels in the future.'

STRONG ROOTS food trucks will travel daily through seven locations in the UK, including Wimbledon Square and London's Box Park, until February 9, 2020. In addition to meat patches, this food truck will sell the company's vegan foods baked in the car.