Oatly and Giggs Dropped Limited-Edition Kits with Vanilla Custard
Laura McQuarrie — November 20, 2024 — Marketing
References: plantbasednews.org
British rapper and songwriter Giggs' love of dessert inspired a collaboration with dairy-free brand Oatly, and the release of 500 limited edition dairy-free cake and custard kits. Perfect for holiday entertaining and gifting, the co-branded kits contain custom tableware and a pack of Oatly Vanilla Custard.
Although Giggs grew up eating cake and custard, he began experiencing lactose intolerance in his youth. "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," said Giggs, "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."
Although Giggs grew up eating cake and custard, he began experiencing lactose intolerance in his youth. "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," said Giggs, "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."
Trend Themes
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Celebrity-endorsed Dairy-free Products — Giggs' collaboration with Oatly highlights increasing celebrity influence on promoting dairy-free alternatives to mainstream audiences.
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Limited-edition Food Kits — The launch of 500 exclusive dairy-free cake and custard kits showcases a growing interest in unique, seasonal offerings that appeal to niche markets.
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Custom Tableware in Food Kits — Including custom tableware with dairy-free custard products emphasizes a trend towards providing a complete, curated dining experience for consumers.
Industry Implications
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Dairy-free Products — The collaboration between Oatly and Giggs signifies the expanding market for dairy-free alternatives driven by health-conscious and lactose-intolerant consumers.
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Celebrity-influenced Marketing — Giggs endorsing Oatly's products demonstrates the powerful impact of celebrity partnerships in attracting attention and boosting product visibility.
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Specialty Food Kits — The release of co-branded, limited-edition food kits points to increasing consumer demand for curated, exclusive culinary experiences.
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