Is it ultra-processed?
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Is Birds Instant Custard ultra-processed?

3 x 75g Custards and pastry creams Sold in the United Kingdom and the United States

Pack of Birds Instant Custard

Yes, it's ultra-processed

  1. 1 Unprocessed
  2. 2 Kitchen staple
  3. 3 Processed
  4. 4 Ultra-processed

Signs of ultra-processing in its ingredients:

  • 12 ingredients
  • 3 additives
  • Nutri-Score B

Less processed custards and pastry creams

Less processed isn't automatically healthier, so compare the labels for what matters to you, such as sugar or salt.

Ingredients

Ultra-processing Processing signs are highlighted

Sugar, Modified Maize Starch, Whey Powder (from Milk), Palm Oil, Maltodextrin, Lactose, Milk Proteins, Flavourings, Colours (Annatto Norbixin, Paprika Extract)

Additives: E160b Annatto , E160bii Annatto norbixin , E160c Paprika extract

As written on the pack

Sugar, Modified Maize Starch, Whey Powder (from Milk), Palm Oil, Maltodextrin, Lactose (Milk), Milk Proteins, Flavourings, Colours (Annatto Norbixin, Paprika Extract).

What makes it ultra-processed

Cosmetic additives

Added to change how the food looks, feels or tastes, not to keep it safe. A hallmark of ultra-processed food.

  • E160b Annatto Colours are substances which add or restore colour in a food, and include natural constituents of foods and natural sources which are normally not consumed as foods as such and not normally used as characteristic ingredients of food.
  • E160c Paprika extract Paprika extract is a red-orange colour extracted from paprika peppers.
  • Colour Colours are added to restore colour lost in processing or to make a product look more appealing.
  • Flavouring Flavourings are concentrated aroma preparations that add or intensify a taste.
  • Modified starch Modified starch is starch altered physically, with enzymes or chemically, so that it thickens, gels or survives freezing and heating better than ordinary starch.

Substances rarely used in home kitchens

Refined or extracted in factories, such as syrups made from starch or isolated proteins. The other hallmark of ultra-processed food.

  • Lactose Lactose is milk sugar, crystallised industrially from whey, a by-product of cheese making.
  • Maltodextrin Maltodextrin is a white powder made by partly breaking down starch.
  • Milk proteins Milk proteins are proteins separated from milk, such as caseinates and whey protein concentrates, added to adjust texture or raise protein content.
  • Whey Whey is the liquid left over from cheese making, usually dried into a powder and used as a cheap source of milk solids, protein and lactose.
2 ingredients that would only make it processed

Kitchen staples like sugar, salt and oil. On their own they make a food processed, not ultra-processed.

  • Starch Starch extracted from cereals or potatoes, used to thicken.
  • Sugar Sugar refined from sugar cane or beet.

How the NOVA groups work

Among 36 custards and pastry creams

From least to most processed, this one ranks 36th. 94% of the custards and pastry creams here are ultra-processed.

Ranked by NOVA group, then by the number of ultra-processing signs, additives and ingredients. Our ordering, not part of NOVA.

All 36 custards and pastry creams, least processed first

About this information

  • Data from this product on Open Food Facts (barcode 5000354700149, last edited 27 March 2026), available under the Open Database License. If something is wrong or the recipe has changed, you can correct it there.
  • Photo: Open Food Facts contributors, CC BY-SA 3.0.
  • The NOVA group is an automated estimate from crowdsourced data: a missing or mistyped ingredient can change it.
  • NOVA measures processing, not nutrition. For nutrition, Open Food Facts gives this product a Nutri-Score of B (from A, best, to E).
  • General information, not medical or dietary advice. Check the pack if you have an allergy.