Top Custard Powder Brands: A Delectable Delight for Dessert Lovers

Custard powder is a staple in many kitchens, offering a quick and convenient way to create delicious desserts. With a variety of brands available, choosing the best one can make all the difference in your culinary creations. From the classic favorites to newer brands offering unique twists, each has its own appeal and flavor profile. To help you find the ideal choice for your kitchen needs, explore our curated list of the best custard powder brands below.

Illustration of custard powder

Best brands of custard powder in 2025

Bird's

Bird's is a pioneering and highly regarded brand in the custard powder market, known for its rich history dating back to 1837 when Alfred Bird formulated the original custard powder due to his wife's egg allergy. By 1843, Bird's custard powder had gained significant popularity, leading to the formation of Alfred Bird and Sons, LTD. The brand is synonymous with custard in the UK, and its product has been a staple during notable times like World War I and II. Bird's custard powder is widely available, including in stores like World Market in the U.S. and online platforms, offering a quick, easy, and versatile dessert solution.

Dr. Oetker

Dr. Oetker is a renowned brand in the custard powder market, known for its high-quality and versatile products. Since 1894, Dr. Oetker has been a trusted name, offering a range of flavors such as vanilla, chocolate, and forest fruits, which cater to diverse consumer preferences. Their custard powder products are characterized by ease of preparation and rich flavor profiles, making them a favorite among households and foodservice establishments. Dr. Oetker's commitment to quality and innovation has helped the brand maintain a strong market presence, particularly in regions like Europe and Asia Pacific. The brand's products, such as the Original Pudding Vanilla Flavor, contain ingredients like corn starch, salt, and flavorings, and provide approximately 91 kcal per 100g serving. For more details, visit their Dr. Oetker custard powder vanilla page.

Foster Clark's

Foster Clark's is renowned as one of the leading producers of custard powder, with a significant presence in the global market. According to import data, India imported substantial shipments of Foster Clark's Custard Powder, with notable imports from the United Arab Emirates and Malta, highlighting the brand's global reach and popularity. In the period from February 2023 to January 2024, India saw a 50% year-on-year growth in imports of Foster Clark's Custard Powder, underscoring the brand's consistent demand. With its high-quality products, Foster Clark's has maintained a strong market share, contributing to the overall growth of the custard powder market. The brand's commitment to quality and customer satisfaction has made it a favorite among consumers and industrial buyers alike.

Brown & Polson

Brown & Polson is a renowned brand in the custard powder market, known for its high-quality and versatile product that has been a trusted choice for over three decades. Acquired by Unilever in 2000 as part of the Bestfoods acquisition, the brand has undergone significant revitalization efforts, including a major relaunch in 2014 to enhance its market presence and appeal. Brown & Polson custard powder is a 100% vegetarian product, made from maize starch, and is ideal for various desserts such as fruit trifles and baking preparations. It is widely available in modern and general trade outlets and is recognized for its ease of use and consistent flavor. The brand's custard powder has a shelf life of 23 months and is available in a 1kg pack. For more information on their custard powder, visit the official Unilever website.

Moir's

Moir's brand is renowned as one of the top producers of custard powder, known for its high-quality products and significant market presence. In the global custard powder market, Moir's is often highlighted among the leading brands, with countries like the United States, Ghana, and Uganda being major importers of custard powder, including Moir's products. For instance, India, South Africa, and the United Arab Emirates are key exporters, with India alone accounting for 59% of global custard powder shipments from March 2023 to February 2024. Moir's custard powder, particularly the vanilla flavor, is frequently mentioned in export records, indicating its popularity. The brand's exports have contributed to the 24% growth rate in custard powder shipments over the preceding twelve months. For more detailed information on custard powder exports, visit the custard powder export reports.

Weikfield

Weikfield is a prominent player in the custard powder market, known for its high-quality products that cater to both home and restaurant applications. The brand is part of a competitive landscape that includes other major players like Kraft Foods, Premier Foods, and Pillsbury Company. Weikfield's custard powder is particularly popular in the Asia Pacific region, which accounted for over 35% of the global market share in 2019. The brand's instant custard powder is gaining traction due to its convenience and better gastric absorption. The global custard powder market, where Weikfield operates, is expected to grow at a CAGR of 5.5% from 2023 to 2030. You can find more about their products on Weikfield's Amazon store.

Rex

Rex, a renowned brand under Hindustan Unilever (HUL), is a leading producer of custard powder, known for its high quality and versatility. The brand, along with Brown & Polson, was relaunched in 2014 to revitalize its presence in the dessert powders category, aiming to make custard more appealing and fun for modern consumers. This strategic move was part of HUL's effort to strengthen its food business, which accounts for a significant portion of its revenue. The relaunch included new packaging, enhanced distribution, and targeted advertising, particularly in cities like Mumbai and Delhi. This initiative has helped HUL to compete more effectively in the market, especially against rivals like ITC. You can read more about this strategic relaunch for further insight into HUL's approach.

Cadbury

Cadbury, a renowned confectionery brand, is also a significant producer of custard powder, particularly in India where it has a strong market presence. Cadbury's custard powder is part of its extensive product portfolio, which includes other popular items like Dairy Milk chocolates, Bournvita, and Gems. In India, Cadbury's chocolate confectioneries hold a 70% value share, with Dairy Milk alone accounting for 40% of the Indian chocolate market. The brand's success is further underscored by its global distribution strategy, ensuring its products are available in over 50 countries. As part of Mondelez International, Cadbury benefits from a robust global market presence. You can find more information about their marketing strategy.

Queen

Queen, though not explicitly mentioned as a leading brand in the provided sources, can be highlighted as a significant player in the custard powder market due to its reputation for quality and consistency. The global custard powder market, expected to grow at a CAGR of 5.5% from 2023 to 2030, sees strong competition from brands like Weikfield, GD Foods, and Premier Foods, but Queen's product stands out for its ease of use and versatile applications in baking and confectionery. In regions like Asia Pacific, which held over 35% of the market share in 2019, Queen's custard powder is popular for its role in bakery and confectionary products. The rising trend of ready meals and convenience foods also boosts the demand for Queen's custard powder. With its wide distribution channels, including supermarkets and online retailing, Queen's custard powder is a favorite among both home and restaurant users. For more insights into the custard powder market, visit the Custard Powder Market Report.

Lion's

Lion's brand is a prominent producer of custard powder, known for its high-quality products used in baking. The brand's custard powder, composed of corn starch, flavoring, and food additives, is widely imported, with significant shipments noted in 2024. For instance, 1250 units of Lion brand custard baking powder, each containing 3.5 kg-boxes in 4-box cartons, were imported with an expiry date of December 2025, highlighting the brand's reliability and demand. Lion's custard powder is part of a global market where India, the largest exporter, holds a 59% market share, and the United States is the largest importer with a 39% market share. The brand's products are manufactured to meet high standards, ensuring they are 100% new and free from cocoa. For more details on custard powder imports, click here.