Our Story
The story behind every delicious spoonful
The heart of Bird’s custard
Our story dates back to 1837, when Alfred Bird invented Bird’s Custard Powder. Inspired by his wife’s egg allergy, Alfred, a skilled chemist, set out to create an egg-free custard so she had something lovely to pour over her desserts. Originally, the custard was meant just for her, but apparently it was “accidentally” served to guests a dinner party. Realising its potential appeal to a wider audience, Alfred saw an opportunity, and thus, Bird’s Powdered Custard was born.
Over 180 years of history
Alfred set up a company, Alfred Bird and Sons Ltd. in Birmingham. By 1844 he began marketing Bird’s Custard Powder across the United Kingdom, and its popularity only grew from there. Bird’s very quickly become a staple of the English and those across the Empire and it is still loved by generations today.
The story doesn’t stop at custard
Bird’s is best known for the original custard powder, that gives you the power to create homemade custard perfect for you and your family. But by 1895, the company was producing blancmange powder, jelly powder and egg substitute. Today Bird’s continue to produce the Original Custard Powder, Trifle Mixes, Instant Custard and Dream Topping – a whipping cream substitute.
Explore all productsA look back at Bird’s iconic advertisements
