Science has trumpeted the benefits of a plant-based diet for decades, but few generations have adopted it as wholeheartedly as millennials and Generation Z. In fact, reports show that Google searches for “vegan” increased by 33 percent in a single year, between 2015 and 2016. Since 2014, Global Data reports veganism in America has increased by 600 percent. That’s a lot of veggies!
But just because you know eating less meat is a healthier choice doesn’t always make it easy to put down that burger or step away from a steak, which may be why Marco Borges, author of The 22-Day Revolution and The 22-Day Revolution Cookbook, argues it takes 21 days to break that meat-eating habit. His goal is to help people get to that 22nd day, and he’s getting major reinforcement from the likes of Beyoncé and Jay-Z.
While not a fulltime vegan herself, Beyoncé wants to help others become familiar with the health benefits of a vegan diet. So much so, that she partnered with Borges to launch 22 Days Nutrition (22daysnutrition.com), a new vegan meal delivery service. The singer has since become an avid spokesperson for all things vegan. In fact, she recently announced that she’s going vegan in preparation for Coachella.
With a focus on healthy, sustainably-farmed and sourced foods, 22 Days Nutrition seeks to inspire through “taste, attitude, and a global conscience.” Vegan meals—free of meat as well as soy, dairy, and gluten—are sold in either 22, seven, or five-day plans, or a la carte. While the meal plans don’t allow substitution or customization, they can be chosen in two or three meal daily formats. For the 22-Day plan, prices range from $484 to $627 for the two and three meal plans, respectively. For the week-long plan, the prices are $175 and $242, while the five-day plan prices are $130 and $188. The site also sells protein powder and protein bars.
“It’s hard to ignore the compelling evidence supporting plant-based diets, or the fact that more and more people, from everyday folks to major celebrities, are making the conversion—one step at a time,” the company writes on its website. “Regardless of your motivations—whether it is weight loss, improved athletic ability, or simply overall health—it’s important to make an informed approach to plant-based eating to maximize your chances of success.”
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