Inside Beyonce's grand vegan experiment: Honest attempt or just a fake fad play?
The 22Days Challenge, which inspired the couple to make switch to a plant-based diet, is an initiative started by exercise physiologist and friend of Jay Z, Marco Borges.
"Psychologists have said it takes 21 days to make or break a habit," Jay-Z writes. "On the 22nd day, you’ve found the way."
The music superstar says it all started a few months ago "when a good friend and vegan challenged [him] to embrace a 'plant-based breakfast' every day," and he found this surprisingly easy to do. Jay-Z also notes that the timing seems serendipitous as his 22-day challenge, which he and Beyoncé began on Tuesday, will end on Christmas day.
Jay Z writes that he isn't exactly sure what he will do following the 22 days in terms of continuing with the full plant-based diet or being "semi-vegan."