Beyoncé and Jay-Z are encouraging their fans to adopt a plant-based diet, explaining that becoming vegan is, in their opinion, a matter of importance.

With a combined net worth of approximately £990m and scores of musical accolades between them, the Carters are regarded as one of the most powerful couples in the world.

They're now using their influence to promote the benefits of veganism just in time for Veganuary, an annual challenge that sees many people attempting to follow a plant-based diet throughout the month of January.

In March 2018, Beyoncé revealed she was following a plant-based diet when preparing for her headlining performances at Coachella music festival.

She announced her lifestyle change by posting a photo of some food on Instagram alongside the caption: “44 days until Coachella!! Vegan Time!!”

The singer followed a vegan diet formulated by the 22 Days Nutrition meal planner, a programme she co-founded alongside her husband and Borges.

Jay-Z wrote about going vegan in a 2013 blog post on the 22 Days Nutrition website, describing it as a “spiritual and physical cleanse .”

A recent survey discovered more than 3.5m Brits now identify as vegan, a number that’s risen drastically over the past few years.