Bird's custard powder brings you custard just the way you like it and there's no feeling quite like making your own. Used for cakes, jellies, ice cream, trifles, puddings, fruit pies and many more. Bird's Custard is the brand name for the original powdered, egg-free imitation custard powder, now owned by Premier Foods. Custard powder and instant custard powder are the generic product names for similar and competing products. The product is a cornflour-based powder which thickens to form a custard-like sauce when mixed with milk and heated.