The humble custard cream biscuit is a much-loved institution for teatime in the U.K. Consisting simply of a vanilla custard flavoured filling sandwiched between two elaborately-decorated oblong biscuits, the custard cream has long been loved for its wholesome flavour and its duplicity in eating methods. Many just simply take a bite out of the biscuits while a significant minority will separate the biscuits in half and lick off the filling. The custard cream biscuit also lends itself superbly to that other British teatime institution – being dunked in a cup of tea or milk.
Supermarket retailer Tesco has decided to make its own take on these homely custard delights by launching its own custard cream spread based on the filling. A single jar contains 400 grams of the sweet custardy goodness and is being retailed for the price of £1.99, according to Tesco’s website. The main ingredients of the product if you are curious are custard cream biscuits (37%), rapeseed oil, sugar, palm oil, natural vanilla flavouring, and hazelnuts. Various media outlets have already hailed the spread as a revolutionary change for the average British lunchtime.
The new product, which comes in a peanut butter style jar, has a yellow plastic lid and carries a label emblazoned with the Tesco logo on a background of the highly ornate face of a custard cream biscuit. It has already become a huge hit with the store’s customers and also has practically blown up the internet as well, with popular news feed site Buzzfeed describing the spread as “a revolution in biscuits”. The spread understandably makes a good filling for custard cream biscuits, but Twitter users have reportedly used it to stick together two Digestives too, while one particularly adventurous person added porridge oats to the jar to make a custard cream oatmeal breakfast. It has also been seen in currant buns and in bagels. It also looks like it would make a good filling for sandwiches or a dip for other kinds of biscuits as well, if Twitter is anything to go by.
Not everyone has been so enthusiastic about the spread. Some has criticised the spread’s nutritional value and its soft consistency, while one critic claimed that the supermarket chain was trying to imitate the United States. Another described it as “all kinds of wrong”, according to the Telegraph newspaper.
Tesco have also launched other spreads in its British biscuits series, including a chocolate flavoured version replicating the inviting taste of the Bourbon biscuit, which is similar to custard creams but in an entirely chocolaty format. However apparently this spread has not been as popular. You can also buy one that tastes of chocolate chip cookies or Oreos. Basic chocolate spreads made for use in sandwiches have been long established in the UK, with Nestle and Cadbury’s being leaders in the field. The Italian hazelnut concoction Nutella, manufactured by Ferrero SpA, also enjoys cult popularity among British shoppers, but Tesco are the first food manufacturer to market a spread directly influenced by the U.K.’s culinary traditions.