The star announced her commitment to the plant-based diet on Friday with an Instagram photo featuring a plate of artful avocado toast. In the caption, she prompted fans to join the meal-delivery service 22 Days Nutrition, the company co-created by Beyoncé, Jay-Z, and celebrity trainer Marco Borges in 2015, based on Borges’s book The 22-Day Revolution. The diet offers organic, vegan, soy-and-gluten-free delivered meals.
“Vegan Time!” Beyoncé wrote in the post, while also mentioning the California music festival she’s headlining in April.
“I am not naturally the thinnest woman,” Bey told Good Morning America in 2015 while promoting the service. “I have curves, I am proud of my curves, and I have struggled since a young age with diets. And finding something that actually works and actually keeps the weight off has been difficult for me.”
Studies have shown following a vegan diet results in a lower BMI (body-mass index), decreased hunger, and lower blood sugar. The theory behind 22 Days is based on the 1960s adage that it takes 21 days to make or break a habit, with day 22 marking a person’s newfound commitment. While that theory has been challenged by science, with one study pointing to 66 days as the average time to form a new habit, three weeks is still a decent effort.
Still, even Beyoncé’s willpower weakens. In an extended version of the 22 Days nutrition video, she reportedly said, “Now, you know, I still eat meat and it’s all about balance, but absolutely I make better choices.” Everything in moderation, as they say.
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