Custard Powder
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It's a myth that Bird's Custard Powder is British. It was -- but since 1947 it has been American-owned.

Custard Powder
© Denzil Green
Custard Powder is not actually custard which has been dried into a powder. It's mostly a starch that has been coloured yellow, sweetened and flavoured so that when hot milk is added the starch will make not only thicken the liquid, as a starch is bound to do anyway, but to give it the right colour, taste, and aroma for a custard-like sauce.
There are several name brands of Custard Powder, and many stores sell their own brands as well. When you mention Custard Powder, though, it's probably very hard for someone not to picture the red, yellow and blue cardboard tins that say "Bird's" on them.
Bird's Custard Powder is based on corn starch. The starches that other Custard Powder brands use include tapioca or sago starch. The ingredient list for a British tin, as of 2010, reads: cornflour (aka cornstarch), salt, colour (annatto), flavouring. The container also says, "Contains no artificial colours."
Some say the version of Bird's made in North America doesn't taste as good as the version made in Britain.
Whatever the brand of Custard Powder, though, whether Bird's or another, the ingredients are very similar to a North American Vanilla Pudding Mix.
Bird's also makes now an Instant Custard Powder which doesn't require milk at all. You just add boiling water in a measuring cup or jug, stir, and serve. The Instant is mostly available in the UK, and quite rare still in North America. A jar of Bird's Instant Custard Powder lists as its ingredients the following: cornstarch (aka cornflour in the UK), milk solids, glucose solids, vegetable fat, sugar, flavours, salt, potassium phosphate, emulsifier, free-flowing agent, colorants including Tartrazine, and acidifying agent.
Cooking Tips for Custard Powder
Because Custard Powder has no eggs in it, there is no danger of it curdling on you as real custard can.
Substitutes for Custard Powder
History Notes for Custard Powder

Instant Custard Powder
© Denzil Green
Instant Custard Powder was launched in 1979.
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