The 10-day initiative was created by Switch4Good, a performance-based organization led by Olympic silver medal-winning cyclist Dotsie Bausch, who was inspired to promote the benefits of living dairy-free after ditching it herself, and feeling - in her own words - 'like a machine'.
A host of advocates are supporting the challenge, including Alexandra Paul, Dr. Angie Sadeghi, Brendan Brazier, and Robert Cheeke.
Roll, who was described as the 'Fittest Vegan On Earth' by Men's Health magazine last year, shared details of the Ditch Dairy Challenge with his Instagram followers.
According to Switch4Good, those who give it a go, will 'feel amazing'.
The organization adds: "Ditching dairy can reduce inflammation, abolish bloat and digestive distress, increase athletic performance, and improve your health overall."
Switch 4 Good will offer challengees support and information throughout the challenge. In return, they are asked to document their journey on Instagram using #DitchDairyChallenge.
After completing the 10 days, followers should tag five of their friends to try it, offering support and sending Switch4Good's Ditch Dairy Guide.