By Natalia Lima / Source: Ecorazzi

After Beyonce and Jay Z had a taste of vegan living in 2013, they have been living a plant-based inspired life and decided to launch a vegan food delivery service. In an interview with the New York Times, Beyonce and the couple’s friend and vegan guide, Marco Borges, shared more details on the project.

“We know that people want to be healthy, but for some reason, convenience trumps health,” said Borges about the reason for launching 22 Days Nutrition with the pop culture king and queen.

The service delivers 22 days of vegan, soy-, dairy-, and gluten-free meals for a total price of about $600. The idea is that if research shows that it takes 21 days to form a habit, in 22, customers will be all set with a new lifestyle. And even if they don’t turn into full time vegans, they can at least “lean towards it” as Borges put it, which is what Beyonce has done.

The company is also looking not to call its meals “vegan” and instead to go with the term “plant-based” because upon hearing the word “vegan”, “you picture someone who lives in Colorado that doesn’t wear deodorant. There’s a negative stereotype,” explained Borges.

Regardless of stereotypes, Beyonce and Jay Z couldn’t deny the benefits that their diet brought them.

“At first it’s the little things I noticed: I had more energy” wrote Beyonce in an email to the Times. “The benefits of a plant-based diet need to be known. We should spend more time loving ourselves, which means taking better care of ourselves with good nutrition and making healthier food choices.”

The couple has their own chef for their daily meals but they’re working with Borges, who’s been vegan for 10 years, to develop new and easy recipes that 22 Days Nutrition will sell.

“I don’t really cook, but I’m a really good taste tester,” said Beyonce who also mentioned she really enjoys the creative process of working on the packaging and branding of the company as well.

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