He exercises, takes vitamin pills and has admitted using Botox to erase his wrinkles.
But at the age of 51, it seems Simon Cowell is determined to keep drinking from the fountain of eternal youth.
The music mogul is said to have become hooked on an anti-ageing smoothie that he discovered while touring the U.S. for the American X Factor auditions recently.
Turning back the clock: Simon Cowell is said to be addicted to an anti-ageing fruit smoothie, seen right in 2002 looking older than on X Factor USA earlier this year
The drink is believed to be identical to the ‘super smoothie’ developed by French scientists and revealed by the Daily Mail in May.
Cowell has a fresh helping of the juice made every day from ingredients including lingonberry, acerola berry and chokeberry, and he drinks it religiously.
It is said the X Factor judge got a taste for the smoothie in Miami, and a member of his staff had to make sure the unusual fruits were available in Dallas when he joined his fellow judges to film the talent show.
Lingonberry, also known as cowberry, is a tart, red fruit related to the cranberry. It is packed with organic acids, vitamin C, provitamin A, B vitamins, potassium, calcium, magnesium, and phosphorus.
It also contains phytochemicals, which are thought to counteract urinary tract infections, while its seeds are rich in omega-3 fatty acids.
Acerola is a red cherry-like fruit that has 30 times more vitamin C than orange juice and is crammed with antioxidants.
And chokeberry is an American blackberry once described as the ‘healthiest berry in the world’ and thought to help prevent conditions including colorectal cancer, cardiovascular disease, peptic ulcers and liver failure.
Last year, Cowell’s Britain’s Got Talent co-star and friend Amanda Holden revealed: ‘He’s into these health smoothies and is always giving away recipes.
‘I actually think this is the healthiest he’s ever looked. He’s lost weight, he’s really fit, his skin looks good and his eyes are shiny. He’s either in love or it’s the herbs.
‘Simon’s make-up artist is great because she brings in loads of vitamin juices, which help to keep up energy levels during long audition days. Simon has his green swamp juice in a mug.’
Cowell sticks to a healthy diet and has made a concerted effort to stop eating his favourite junk food over the last few years.
These days, he keeps a plate of chopped raw vegetables to snack on in his dressing room and at all auditions.
While he was filming Britain’s Got Talent last year, a ‘survival kit’ was found on the passenger seat of his Rolls-Royce, containing a bumper pack of Extra sugar-free chewing gum, five packs of his favourite Kool menthol cigarettes and a selection of Innocent fruit smoothies.
In the past, Cowell has admitted having his teeth capped and described Botox as ‘no more unusual than toothpaste’.
He said: ‘Vain? Yeah, I am. But to be honest with you, I can’t think of one person who is on TV who isn’t vain.
‘It’s the nature of the beast. If you are on TV then you have a vanity, for sure. Just admit it! Why not?
‘Yes, I’ve had Botox, but not in an obsessive way. Then again, every guy I know who works in the City has had it now.’
But Cowell has always refused to dye his jet black hair, saying: ‘It’s all real. I’ve never dyed my hair, ever, and I wouldn’t.’
And while he’s now having smoothie ingredients ordered in wherever he goes, his drinking habits haven’t always been quite so sensible.
Last Christmas, he was forced to pay £100 in duty charges after taking his favourite tipple on holiday to Barbados with him.
Cowell was stopped by customs officials after flying in ten cases of Japanese yeast-free beer Sapporo on his private jet.
The line up: Simon with X Factor USA judges and host Steve Jones. The Media mogul is said to have had fruit flown in across America so he can enjoy his smoothies
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