Field Notes, powered by KPMG, is a weekly news update on news nationally and globally from the agri-food sector.
Strong Roots are currently trialling a scratch and sniff patch that it reports could help both vegetarian and vegan consumers to manage their meat cravings. Research from the company revealed that nearly half of Britons have tried to reduce their meat intake at some point, and they hope their product will make the transition easier as the number one cited problem for respondents weaning off meat was temptation. The patches have been developed for users to wear on their arm, much like nicotine patches and build on research that our sense of smell is strongly connected to our ability to taste to help manage cravings. Strong Roots have requested for anecdotal feedback from consumers, however have not undertaken scientific trials for their product.
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