Sweet Gig
Giggs shocks fans as he launches new career with Oatly- and it’s worlds away from rap
Surprisingly it was Giggs who slid into the DM's of the plant-based powerhouse
Fans of British rap legend Giggs are in for a huge surprise as the Peckham-born artist has made an unexpected move into the world of food.
Teaming up with plant-based powerhouse Oatly, Giggs has unveiled his latest venture – Custard by Giggs.
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Known for his iconic flows Talkin the Hardest and Loch Doh the rapper has been a pioneer for UK rap.
Giggs slid in the DM’s of the maker of his favourite dairy-free custard, to kick-start a collaboration that gives better access to dairy-free products in the UK.
He has now launched a limited edition of free cake and custard kits, featuring custom tableware alongside Oatly Vanilla Custard.
Bringing the collaboration to life, a series of Custard by Giggs films has been taking social media by storm, showing the rapper as a bake shop owner in South London.
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Fans took to the comments to express their excitement at the new venture:
“This better be coming to stores nationwide! (fire emoji)" one user commented.
One fan penned: “This is the level of collaboration and artistry I’m talking about. Custard you kna?!!”
“This is one of the best collabs I have ever seen. Pure JOY,” added a third
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Some famous celebrity faces were also seen in the comments:
Celebrity big brother star ZeZe Millz, penned: “ This is so cool (heart emoji)"
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Fellow rapper Michael Dapaah, wrote: "Whoever thought of this creative & alignment smashed it."
Even global superstar Busta Rhymes took to the comments posting a line of fire emojis.
Speaking on the new collab, Giggs said: “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.
“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...”
The launch comes as research reveals Black, Asian and other ethnic minorities in the UK are more than twice as likely than White groups to say they have lactose intolerance.
When asked how this affects them, two thirds (67%) said they miss out on their favourite desserts and over half (52%) said they miss out on other food experiences due to lack of alternatives.
Giggs also known as Nathaniel Thompson, shot to fame in 2008 with his breakthrough mixtape Walk In Da Park.
The rapper then went on to release his most famous track Talkin the Hardest which solidified his place as pioneer for grime and rap in the UK.
In 2010 the music star debuted his album Let Em Ave It which featured hit tracks like Look What The Cat Dragged In.
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To date he has sold 100,000 albums and over 100,000 mixtapes, performing all over the world.
While also collaborating household names such as , Drake and Mike Skinner.
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