Strong Roots, an Irish food brand, has trialled a nicotine-style 'meat patch' in the UK to help carnivores and omnivores move to a vegetarian diet.
The patch, which was released last weekend across cities in the UK, contains a bacon-scented 'scratch-and-sniff' mechanism. The product was inspired by nicotine patches, which are used to help people stop smoking.
Strong Roots, famous for its sweet potato fries and kale and quinoa burgers, trialled the patch following a poll of more than 2,000 adults it had commissioned which found that almost half of Britons had tried to reduce their meat intake. However, 56pc admitted that they failed to maintain their new diets within the first four to five weeks.
Temptation was cited as the biggest reason for Britons falling off the wagon, with almost one in three struggling to resist the lure of fast-food meat dishes while dining out, or the sight of their family tucking into meaty dishes.
The figures also showed that one in six of the adult population, equivalent to more than nine million Britons, believed that giving up meat was a tougher challenge than giving up cigarettes or alcohol.
One third of those polled said they could not make it through the day without eating meat.
A further one in 10 also confessed that they eat meat in every meal, with London and Northern Ireland topping the poll.
Samuel Dennigan, founder and chief executive of Strong Roots, told Ergo that he hoped the meat patch would go some way to supporting "all the meat-aholics out there".
Aldi lines up for extended IRFU sponsorship deal
Aldi is to continue as the IRFU's official 'fresh food partner' until 2024.
The new contract sees the discount retailer extend its commitment to the Aldi Play Rugby Programme, a national initiative for primary school children.
The extension brings with it the return of the Aldi Play Rugby Sticker Competition, which will bring spending by the retailer on this primary school competition to €1.2m over the past 12 months.
Aldi has partnered with the IRFU since 2016, providing substantial investment in Aldi Play Rugby, a non-contact schools rugby programme for both boys and girls.
Aimed at encouraging school children to get active, take part in regular exercise and to eat healthily, participation in the programme has increased by almost 5pc since Aldi began its sponsorship - with 109,000 students now taking part from over 1,200 schools across Ireland.
Sunday Indo Business