Jay Z and Beyoncé are going vegan until Christmas Day.
The rapper told fans Tuesday he was looking forward to undergoing a "spiritual and physical cleanse" and had decided to forgo any food that comes from animals for 22 days.
"Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you've found the way," the hitmaker wrote on his Life and Times blog, adding that his wife would be joining him.
"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!!
Jay explained the idea was born a few months ago when a good friend who is a vegan challenged him to embrace a "plant-based breakfast" everyday.
To his shock, he actually enjoyed the switch, and it opened his mind to overhauling his entire diet.
"It was surprisingly easier on me than I thought." the rapper continued.
The time of year also played a part. Jay wanted to embark on the challenge before turning another year older, and asked that fans share any tips that could help during the journey.
"Why now?" he asked. "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. Best of luck and health!" he signed off, adding, "P.S. B is also joining me."