Introducing ‘Custard By Giggs’ In Partnership With Oatly

The UK’s rap landlord Giggs has today unveiled this year’s most unexpected collaboration – ‘Custard by Giggs’. In collaboration with Oatly, the world’s original and largest oat company, the rapper has launched limited edition dairy-free cake and custard kits, featuring custom tableware alongside Oatly Vanilla Custard.

Approaching the Swedish oat drink company to share his frustration with the lack of shelf space given to dairy-free food alternatives, Giggs, who is lactose intolerant will be dishing up the kits to fans on Wednesday 20th November from 1pm at Ayres Bakery, near his hometown of Peckham.

As a vocal lover of cake and custard, the rapper wanted to use his personal story to raise awareness of lactose intolerance, an issue that affects five million Brits, and show that those with dairy intolerances or allergies shouldn’t have to sacrifice their favourite desserts.

“I grew up on cake and custard, but when my lactose intolerance kicked in when I was around 8 years old and started making me sick, the dessert I loved had to leave my life”. said Giggs. “When I found out my son was lactose intolerant too, we used to go all over the place looking for dairy-free alternatives so he wouldn’t miss out. There’s not a lot of options out there, but one day we found Oatly’s Vanilla Custard, and it tasted banging. Not enough people know about it, so I reached out to Oatly, and here we are a few months later…” 

However, despite the category being projected to nearly double by 2029**, only a select number of retailers in the UK choose to stock Oatly Vanilla Custard. “I even sent my Mum on quests trying to hunt it down!”, Giggs added.

Bryan Carroll, General Manager at Oatly UK&I said, “When Giggs messaged us at the start of the year expressing his love for our Vanilla Custard, we knew this could lead to great things. Together we are determined to give people choice beyond dairy – for anyone who has to or is opting to remove it from their diet. With more than 5 million people suffering some form of lactose intolerance, it’s actually mad that the default is still so often dairy and nothing else. This collaboration aims to encourage retailers to think outside the dairy box – there’s a whole big dairy-free world out there…and it’s delicious.”