Jay Z Announces Birthday Vegan Challenge with Beyonce Knowles

Posted Wednesday December 4, 2013 10:30 AM GMT

With just three weeks to go until Christmas Day, Jay Z and Beyoncé Knowles have decided to undertake a 22-day challenge of living vegan in honor of the “99 Problems” rapper’s 44th birthday.

Last night (December 3) Jay posted a message on his Life and Times blog to alert his fans to the news, citing psychological research in his reasoning.

He began,"Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you’ve found the way. On December 3rd, one day before my 44th birthday I will embark on a 22 Days challenge to go completely vegan, or as I prefer to call it, plant-based!!”

"This all began a few months back when a good friend and vegan challenged me to embrace a ‘plant-based breakfast’ every day. It was surprisingly easier on me than I thought…"

Jay continued, "Why now? There’s something spiritual to me about it being my 44th birthday 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!"

"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! Please ha. 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…"

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