# Dairy-Free Custard Kits Oatly and Giggs Dropped Limited-Edition Kits with Vanilla Custard By Laura McQuarrie | Published 2024-11-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/custard-kit References: [plantbasednews.org](https://plantbasednews.org/news/celebrities/giggs-oatly-cake-custard-kits/)  British rapper and songwriter Giggs' love of dessert inspired a collaboration with dairy-free brand [Oatly](https://www.trendhunter.com/trends/oatly-7), and the release of 500 limited edition [dairy-free cake and custard kits](https://www.trendhunter.com/trends/ambrosia-gingerbread-custard). 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](https://www.trendhunter.com/trends/oat-cream-buns) 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 Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 58% | Activity: 79% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity-endorsed Dairy-free Products:** Giggs' collaboration with Oatly highlights increasing celebrity influence on promoting dairy-free alternatives to mainstream audiences. - **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. - **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. ### Sectors Adopting This - **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. - **Celebrity-influenced Marketing:** Giggs endorsing Oatly's products demonstrates the powerful impact of celebrity partnerships in attracting attention and boosting product visibility. - **Specialty Food Kits:** The release of co-branded, limited-edition food kits points to increasing consumer demand for curated, exclusive culinary experiences. ## Related on Trend Hunter - [Vegan-Friendly Canned Custards](https://www.trendhunter.com/trends/plantbased-custard.md) - [Dairy-Free Tiramisu Collections](https://www.trendhunter.com/trends/tiramisu-collection.md) - [Dairy-Free Alcohol-Inspired Desserts](https://www.trendhunter.com/trends/oatly-7.md) - [Vanilla Vegan Soft Serves](https://www.trendhunter.com/trends/vegan-soft-serve.md) - [Vegan Ice Cream Tours](https://www.trendhunter.com/trends/oatly-5.md) - [Collaboration Oat Milk Desserts](https://www.trendhunter.com/trends/carvel-and-oatly.md) - [Celebratory Free-From Bakery Products](https://www.trendhunter.com/trends/oggs-treats.md) - [Versatile Oat Beverages](https://www.trendhunter.com/trends/versatile-oat-beverages.md) - [Frozen Oat Milk Cakes](https://www.trendhunter.com/trends/nondairy-dessert-cakes.md)