I don't think he's been talking about it everywhere. It was probably kind of a humorous anecdote at the end of a press junket. If you had to give 100 interviews in quick succession, I bet you'd start telling weird stories, too.
And I wouldn't be surprised if he was exaggerating for the humor of it. I think they're taking a gag and trying to turn it into a serious answer.
ETA: In the direct quote, he never said he actually grew breasts. He just said that soy milk has enough estrogen TO grow breasts. The HEADLINE says "he started to grow breasts."
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