Bird's Custard

From Wikipedia, the free encyclopedia

Bird's Custard

Bird's Custard (a brand-name) is the original version of what is known generically as custard powder. It is cornflour-based, and thickens to form a custard-like sauce when mixed with milk and heated to a sufficient temperature. Bird's Custard was invented by Alfred Bird in 1837, because his wife was allergic to eggs, the key ingredient used to thicken traditional custard.

In some places, such as 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.

In addition to the Bird's brand, generic versions of the same cornflour-based custard are widely available. In recent years, "instant" versions (containing powdered milk and sugar, and requiring only hot water), and ready-made custard in tins and cartons have also become popular.

[edit] Alfred Bird and Sons Ltd.

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.

The company was one of the early users of promotional items and colourful advertising campaigns. The famous 'three bird' logo, however, was relatively late in arriving, and only introduced in 1929.

World War II saw rationing and serious production limits. Shortly after the war, Bird's was purchased by the General Foods Corporation, which was itself taken over by Philip Morris in the 1980s and merged into Kraft Foods. Although the Bird's Custard product remains, the company itself is now just a brand. In late 2004, Kraft sold Bird's Custard and some other Kraft brands to Premier Foods, who are the current owners.^[1]^[2]

The original custard factory is long gone, but the larger factory Bird's opened in Gibb Street remains, and has been preserved as the Custard Factory Arts Centre.