A patch infused with the scent of bacon has been developed by Oxford University scientists in collaboration with plant-based company Strong Roots.
The patch was created to help meat addicts beat their cravings when they go vegan or vegetarian.
The world's 'first meat patch' has a drawing of a red cross through two rashers of bacon on it and it's similar in size to those nicotine ones.
The idea is for wearers to scratch it when they're eating to release the smell of bacon. The aroma tricks their brain into "imagining" they are eating bacon, leaving them feeling satisfied without the need to consume meat.
Charles Spence, a professor and expert in sensory perception at the University of Oxford, believes it will help people to eat less meat by "imagining" they're eating bacon even when they're not, similar to the way a nicotine patch reduces cravings for smokers.
Professor 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."
Strong Roots trialled the patch on a boxer and self-confessed "meat-addict" Tommy Fury who tried out a vegan diet for a week.
Tommy Fury claims he's trying to "cut down on meat this year" in one of his most recent posts on Instagram and that the "scratch and sniff technology helps him with cravings".
Samuel Dennigan, the founder of Strong Roots, said: "It's Veganuary and we know that more people than ever are trying to adopt a plant-based lifestyle this year.
"However, the research shows just how many of them struggle with their resolution, so we wanted to offer a helping hand, and have developed the world's first ever meat-patch. We hope it goes some way to supporting all the meat-a-holics out there."
Strong Roots has been currently touring the UK in a food truck putting the patches to the test on the public.