67
Bird
’
s Custard
Alfred Bird
‘
s wife was allergic to eggs so in 1837
he invented an egg-free custard that she could
eat. In 1843 he revolutionized home baking with
the invention of baking powder. Soon Bird
‘
s
products became a household word in England.
By the time the First World War came around,
his products were so popular that His Majesty
‘
s
armed forces could enjoy the Bird
‘
s custard
away from home. In 1947 Alfred Bird & Sons,
Ltd. was purchased by General Foods
Corporation and in 1985 General Foods merged
with Philip Morris. In 1988 Philip Morris
acquired Kraft and Bird
‘
s Custard became a part
of the Kraft General Foods division.
Today Bird
‘
s Custard can be found in 1 out of 3 kitchen cupboards in United
Kingdom homes. But do they have this unusual bit of Bird
‘
s Custard
advertising?
–
a roundlet tool kit:
