Dairy-free brand Oatly has partnered with British rapper Giggs to launch limited edition cake and custard kits inspired by Giggs' love of the classic dessert. The kits will include custom tableware and Oatly Vanilla Custard, and will be distributed at a bakery in south London. Giggs, who is lactose intolerant, hopes to raise awareness about the struggles faced by those who cannot consume dairy for health reasons. The collaboration aims to make dairy-free dessert more accessible, especially for those with lactose intolerance, who often struggle to find alternatives in supermarkets and restaurants.

Oatly and Giggs are urging retailers to stock their Vanilla Custard product, as recent research shows that many people miss out on their favorite desserts due to lactose intolerance. The collaboration also aims to promote dairy-free options beyond health concerns, as more people are choosing to avoid dairy for environmental and ethical reasons. By offering a delicious alternative to dairy products, Oatly and Giggs hope to encourage retailers and consumers to consider the benefits of dairy-free options in the market.