Bird's custard

Bird's Custard

A tin of Bird's Custard powder and prepared custard in a measuring jug
Type	Custard
Place of origin	United Kingdom
Created by	Alfred Bird
Main ingredients	cornflour, milk

Bird's Custard is the brand name for the original powdered, egg-free imitation custard powder, now owned by Premier Foods. Custard powder or instant custard powder are the generic product names for similar and competing products. The product is a cornflour-based powder which thickens to form a custard-like sauce when mixed with milk and heated.

Bird's Custard was first formulated and first cooked by Alfred Bird in 1837 at his chemist shop in Birmingham. He developed the recipe because his wife was allergic to eggs, the key ingredient used to thicken traditional custard. The Birds continued to serve real custard to dinner guests, until one evening when the egg-free custard was served instead, either by accident or design. The dessert was so well-received by the other diners that Alfred Bird put the recipe into wider production.

In some regions, such as Australia and the United Kingdom, the popularity of this type of dessert is such that it is simply known as "custard". In such cases, general usage of the word may be more likely to refer to the "Bird's" custard rather than to the traditional egg-based variety.

Bird's Custard and other brands mimicking its composition are also popular in India, where a large portion of the populace follows a vegetarian diet, although ovo-lacto variants are also available.

In recent years, "instant" versions (containing powdered milk and sugar and requiring only hot water) and ready-made custard in tins, plastic pots and cartons have also become popular.

A food and drink survey carried out in 2000 found 99% of customers recognised the brand, which accounts for 45% of the custard consumed in the UK. Bird's Custard is also exported to several countries. Bird's Custard can often be found in many popular grocery supermarkets.

In addition to the Bird's brand, generic cornflour-based custards are widely available.

After he discovered his custard was popular, Bird formed Alfred Bird and Sons Ltd. in Birmingham. By 1843, the company was also making the newly invented baking powder and, by 1844, was promoting custard powder nationally. By 1895, the company was producing blancmange powder, jelly powder, and egg substitute. In World War I, Bird's Custard was supplied to the British armed forces.