You read that right. Strong Roots, a food company offering frozen plant-based products, is currently testing a meat patch to help carnivores curb their cravings. At first I thought it would it would work like a nicotine patch does to help folks stop smoking… NOPE.

View this post on Instagram

We know cutting down your meat consumption is hard. But cutting it out altogether? ⁠ ⁠ That’s seriously hard – in fact, 56% of people who have tried have failed in the first four to five weeks. So, to help you get through these tough last weeks of January, we’ve created the world’s first scratch and sniff meat patch. Just stick it on your arm and give it a rub to release a sizzlingly delicious bacon aroma any time you’re feeling in need of a meat-hit. Don’t just take our word for it – @tommytntfury’s a fan too 💪 Our ➕ Veganuary Response Vehicle 🚑 will be touring the country for three weeks across 7 cities with all the Strong Roots products you need to beat the Veganuary slump, including a limited number of these little meat patch heroes. ⁠ ⁠ Check out our Stories to find out where the ➕ VRV 🚑 will be popping up next! ⁠ ⁠ #STRONGROOTS #YourPlantBasedFriend #MeatPatch #Veganuary

A post shared by STRONG ROOTS UK (@strongrootsuk) on Jan 25, 2020 at 5:01am PST

It’s a scratch ‘n’ sniff.

STAAAAHP.

If you’re skeptical, you’re not alone…

Surely, the smell of bacon makes you want it more?!

— Gareth Stevenson (@Garfieldthechef) January 27, 2020

People online have pondered if this is a joke, but there’s no telling right now. The New York Post says Strong Roots is testing in various towns in English but aims to offer it more widely over time.

For me personally, I’m not sure I wanna smell bacon while I eat some spinach bites. I just wanna smell bacon while I eat bacon. Maybe I’m simple.

@emilyontheradio