Beyoncé And Jay-Z Are Using Their Star Power To Make Veganism Cooler (And More Profitable)

Though neither Beyoncé nor Jay-Z have done much lately to promote 22 Days Nutrition, the vegan diet developed by their trainer Marco Borges, since their well-publicized 22-day stint on the program in 2013, it turns out they're pretty involved in recipe-testing and the brand's overall look.

In fact, the power couple advised Borges to choose black plates over white and were consulted on the packaging. They also made sure the label included the word "delicious."

It's not clear when, exactly, 22 Days Nutrition will launch its campaign to turn the world vegan, though that's apparently on the agenda, according to a piece in The New York Times style section that profiles Borges and his famous friends. In an email to the reporter, Beyoncé — who is not a vegan, and neither is Jay-Z — described why she got involved.  "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."

Beyoncé herself reportedly described a "noticeable glow" in her skin after several days on the diet, and was instrumental in adding the element of snacks to the diet despite Borges' resistance. "People like to snack," Borges quotes her as saying.