Premier Foodservice is expanding its much-loved and popular Bird’s range with the launch of two new flavoured custard powders – Strawberry and Chocolate. A staple in catering cupboards for decades, the brand is embarking on its first foray into flavoured custards to support caterers in providing nostalgic and traditional options which are in high demand.

Bird’s is the leading custard powder brand within foodservice, with a 37% market share[1]. Its latest launch comes as the popularity of custard powder within the channel continues to rise – worth £3.7m and responsible for 30% of all custard in foodservice1, even with only vanilla currently available. Upon launch, Bird’s Strawberry and Chocolate custard powders will be the only flavoured products in the market, offering flexibility as suitable for vegans when made up with a plant-based milk alternative, and helping operators offer something new and tasty whilst remaining cost-effective.

Holly Marrero Easson, innovation manager, at Premier Foods, comments: “We believe the latest additions to our Bird’s range will help to add inspiration and new custard powder flavour options within the education and healthcare channels. For healthcare operators, traditional and nostalgic flavours have emerged as key trends, and strawberry and chocolate are among the most popular flavours chosen[2]. Both products are versatile, suitable for use as either a warm dessert topping or within cold recipes like trifles.

“The new custard powders provide an all-in-one solution – great taste, quick preparation, suitable for vegans when made up with plant-based milk and great value for money, also allowing caterers greater flexibility to reduce sugar content on their menus in line with government guidelines.”