A healthcare company played a bizarre April Fools joke yesterday, promoting a fake drug to help users transition to veganism.

Drug and healthcare company Zava offered ‘Meata-blockers’ which promised to prevent meat cravings and increase empathy for animals.

The product descriptions are potentially infuriating for vegans, as it is said to provide ‘all the nutrients’ you would get from eating meat and ‘less temptation when a bacon sandwich is nearby’.

Promotion

Zava went to great lengths to promote its April gag, launching a page on its website which gave pricing and ordering information.

“The new Meata-blocker pill uses cutting edge meat flavour-suppression properties,” the company explained.

“It acts by diverting blood flow so that hormones involved in creating meat cravings such as leptin and serotonin can’t circulate around the body as efficiently.

“The pill also lessens blood flow to the nose, causing a decreased sense of smell and therefore less temptation when a bacon sandwich is nearby.”

The drug description also explained that there would be no adverse side-effects as it provides ‘all the nutrients, vitamins and minerals you’d get from your normal meat-based diet’.

Potential side effect of Meata-blockers supposedly include:

• Looser stools (red meat contributes to constipation)
• Dry patches (due to lack of meat-sweats)
• Increased empathy towards animals

In an FAQs section of the drug’s ad on Zava’s website, the company reassures potential users about the side effects if they relapse and eat meat while on Meata-blockers.

“You may find it helpful to avoid situations where you feel pressure to eat meat,” the company explains.

“If you do accidentally chomp your way through a chop while on Meata-blockers, don’t worry, you won’t feel any adverse effects.”

Interested aspiring vegans are informed they must fill out a medical questionnaire and doctor’s review before ordering the drug, but if readers ask for more information the website reveals it’s trick.

“Congratulations on getting this far, you’ve been well and truly hoodwinked, the cheeky chaps at Zava UK had you fooled,” the company added.

• Read: Oxford scientist develops “World’s First Meat Patch” to help people going plant-based curb bacon cravings

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Oli Gross

Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation.

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