June 1947 - Custard Pie anyone?
July 1944 - not a piece of fruit in sight
A recurring theme has emerged, for alongside the daily ritual, there on the back pages of many an issue are these wonderful advertisements for Bird's Custard, the backdrop to everyone's childhood. These images reflect so much of the time, the austerity and shortage of ingredients, the simplicity of recipes but above all the homeliness of home. Jelly and custard, custard and stewed fruit, steamed pudding with jam and custard, a glace cherry and angelica flourish, simple or fancy, a comforting pud all year round.
May 1946 Golden Comfort
May 1947 Chocolate and Custard
September 1947, Autumn Fruits are coming
July 1948 Steamed Pudding & Custard
September 1948 Jelly & Custard
June 1949 - the works!
December 1946 - it has to be candlelit for Christmas