Beyonce and Jay-Z have pledged to take on a plant-based vegan diet for the next three weeks, the rapper announced on his website, Life + Times.
"Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you've found the way," Jay wrote by way of an introduction.
As of December 3, "I will embark on a 22 Days challenge to go completely vegan, or as I prefer to call it, plant-based!" Bey's husband continued.
This began, he said, when a vegan friend "challenged me to embrace a 'plant-based breakfast' everyday. It was surprisingly easier on me than I thought..."
That friend was Marco Borges, an exercise physiologist and founder of 22 Days Nutrition, a vegan, organic, and gluten-free food and lifestyle company.
Jay Z calls him "the world's best trainer," and Pharell says he's "a brilliant teacher of the idea that working out is not just a temporary fix to lose weight ... it's a way of life."
According to Borges' website, 22 Days Nutrition is "a partner in the journey of Jay Z and Beyonce's exploration of a vegan diet." So why now?
"There's something spiritual to me about it being my 44th birthday," he added.
"And the serendipity behind the number of days in this challenge; 22 (2+2=4) coupled with the fact that the challenge ends on Christmas day. It just feels right!"
Bey and Jay's obsession with the number four is well-documented:
- They were married on 4/4
- Blue Ivy's middle name includes IV
- Beyonce's fourth album was titled simply 4
He went on: "So you can call it a spiritual and physical cleanse. I will post my progress...Any professional vegans out there that have any great food spots, please help out!"
As for whether this could be a permanent lifestyle change?
"I don't know what happens after Christmas. A semi-vegan, a full plant-based diet? Or just a spiritual and physical challenge? We'll see... Best of luck and health!"