Bird’s Custard

The Bird’s brand, symbolized by the distinctive ‘three bird’ logo since 1929, is best-known product is Bird’s Custard – the ‘original homemade’ custard powder.

Invented by Alfred Bird in 1837 because his wife was allergic to eggs, the traditional thickening agent for custard. Bird’s uses cornflour mixed with milk to form its thick custardy sauce.

The famous ‘Three Bird’ logo was introduced in 1929, and the company was one of the first to use promotional items, many of which are still avidly collected today. Bird’s is synonymous with custard in the UK – there’s no feeling quite like making your own custard just the way you like it.

By 1843, Alfred Bird and Sons Ltd was also producing the newly invented baking powder and, by 1895, blancmange and jelly powders, plus egg substitute too. World War I even saw Bird’s Custard supplied to British troops overseas.

Our range of instant desserts now includes semolina, trifle and dream topping. Sales last year reached £20 million.