Alfred Bird snr (Bird's Custard)

posted by Scott Andrew Bird

Alfred Bird senior, a Digbeth chemist, in 1837 devised a way of making custard without using eggs as his wife was allergic to them and, some years later in 1902, his son Sir Alfred Bird established the factory at Devonshire Works to produce the now famous Bird's custard.

Alfred Bird was born in Digbeth, Birmingham, in 1811. His father taught Astronomy at Eton College.

Alfred had established himself as a pharmacist by 1837, opening an experimental chemist's shop in Bull St. He married Elizabeth Ragg shortly thereafter. Elizabeth was unable to eat food containing either eggs or yeast, which led to Alfred's discoveries of both egg-free (cornflower-based) custard and baking powder.

The cornflower-based custard product was originally intended for home use only, and it was not until it was inadvertently served to dinner guests that the wider appeal of the custard was realised. Following favorable feedback from his guests, Alfred started the company Alfred Bird and Sons Ltd of Birmingham; later opening the factory on Gibb St (now the Custard Factory Arts Centre).

In 1843 Alfred Bird invented Baking Powder in order to make bread without yeast, another product to which his wife was allergic. A year later in 1844 Bird's Custard Powder was being marketed nationally. In promoting the baking powder, Bird's became the first company to use free calendars as an advertising platform.

This new invention of baking powder was used by the army in the Crimean War (1853-1856) so that the British troops could be given fresh palatable bread.

It was Alfred Bird's son who further developed the company. He introduced many new products including Blancmange Powder in the early 1870's and Jelly Crystal Powder in 1895. Further increases in production meant the construction of the new factory in Digbeth High Street. In 1876 Alfred Bird registered Bird's Custard Powder under the 'Ship & Globe' Trade Mark.

Alfred was a Fellow of the Chemical Society and, after his death on December 2, 1878, an obituary was published in the Journal of the Chemical Society. It described at length Bird's interest and competence in chemistry, physics and meteorology, but did not mention a word about his invention of custard powder and baking powder. Presumably the notable fellows of the Chemical Society thought that such debased money-making activities did not belong in a learned journal.

In 1890 Alfred Bird Jnr made his first Egg Substitute, a natural companion to the Custard Powder and Baking Powder.

During the First World War, from 1914, Bird's Custard was supplied to His Majesty's forces.

The celebrated 'Three Birds' trademark was born in 1929. It was adopted after the huge success of an advertising campaign, making Bird's products one of the first to use artistic advertisements.

Wartime restrictions and rationing during the Second World War (1939-1950?) meant that production of Bird's products was limited. Custard continued to be made, along with blancmange and raising agents. Shortly after the War, in 1947, General Foods Corporation purchased Alfred Bird & Sons Ltd.

Alfred Jnr was a colourful character and committed cyclist. He was one of the first to use Charles Dunlop's new pneumatic tyres, and the record time for the journey by tricycle from Land's End to John O'Groats is still in the name of Alfred Bird Jnr.