Kraft may put pud up for sale

Kraft looks set to put some of its popular pudding brands up for sale, it was reported today.

Bird’s Custard, which was invented in 1837 is being auctioned along with Angel Delight and Dream Topping, the Financial Times said.

The custard was made by chemist Alfred Bird, who wanted to make an eggless custard for his wife who was allergic to eggs. It is made at Kraft’s factory in Banbury in Britain and is mainly sold in the UK and Ireland.

American giant Kraft, whose other brands include Maxwell House, Carte Noire, Toblerone and Terry’s Chocolate Orange, would not comment on the report.

Bird’s and Angel Delight are thought to be less important to Kraft as it aims to focus on bigger international products.

Kraft is in the middle of an overhaul that will involve closing or selling 20 factories and losing 6,000 of its 100,000 workers. It is also looking to sell other products such as Altoids breath mints and Life Savers sweets in the US.