After he discovered his custard was popular, Bird formed Alfred Bird and Sons Ltd., in Birmingham. By 1843, the company was also making the newly invented baking powder and by 1844 was promoting custard powder nationally. By 1895 the company was producing Blancmange powder, jelly powder, and egg substitute. In World War I, Bird's Custard was supplied to the British armed forces. The company was one of the early users of promotional items and colourful advertising campaigns. The famous 'three bird' logo, however, was relatively late in arriving, and only introduced in 1929.