Who needs to check which labels?

Shoppers avoiding wheat or milk

Ordinary custard creams and products with specific free-from claims need different checks. Compare the claim with your own allergen, then read the full label on the pack supplied.

Shoppers with a Fairtrade preference

Make the allergen decision separately from the sourcing decision. Fairtrade International says an ingredient-specific mark identifies the named Fairtrade ingredient; it does not describe the biscuit’s allergen content.

People ordering biscuits online

Use the product listing to assess a purchase, but check the label when the biscuits arrive. Tesco, Asda and M&S warn that ingredients or allergy information can change.

What matters when choosing custard creams?

Start with the ingredients and precautionary statements for your allergen. Then check any cocoa-sourcing claim on the same product, rather than treating it as part of the allergy assessment.

Priority What to check Your needs
Your allergen Read the exact pack’s ingredients. Tesco, Crawford’s and Asda list wheat and milk in the ordinary products examined; Sainsbury’s describes its separate Free From product as milk- and gluten-free, while Asda describes Schär’s as gluten- and wheat-free. I need a claim that addresses my particular allergen, not a general assumption about plain or free-from biscuits.
Precautionary wording Check any “may contain” statement separately from the ingredients. The examined Tesco and Crawford’s listings mention sesame; Asda’s ordinary custard creams mention rye, barley, oats and sesame. A precautionary statement naming my allergen matters to my choice, even when that allergen is not listed as an ingredient.
Coating and sourcing Read the coated biscuit’s own allergen list: the examined Asda and M&S chocolate-coated products list milk, wheat and soya. For Fairtrade, check the exact pack for the relevant FAIRTRADE Mark; Asda describes its coated biscuit’s cocoa as Rainforest Alliance certified. If I want chocolate or Fairtrade-sourced cocoa, I still need to assess that biscuit’s allergens and its own sourcing label.
The pack received Compare the delivered pack with the listing and read its current ingredients and allergy advice before eating. Retailers including Tesco, Asda and M&S warn that product information may change. On a repeat order, I cannot rely on the label I checked on an earlier pack.

Common label mistakes to avoid

  • Treating a sourcing logo as an allergy label

    Fairtrade International’s ingredient marks concern how the named ingredient was sourced, not which allergens the finished biscuit contains.

    Use the exact pack’s ingredient and precautionary information for your allergen, and check any FAIRTRADE Mark separately.

  • Assuming “free from” covers every allergen

    Sainsbury’s milk- and gluten-free claim and Asda’s gluten- and wheat-free description of Schär address specified ingredients, not every possible allergy.

    Match the precise claim and full supplied label to the ingredient you need to avoid.

  • Confusing cocoa certifications

    Asda identifies the cocoa in its chocolate-coated custard creams as Rainforest Alliance certified. That statement is not a Fairtrade claim.

    If Fairtrade sourcing matters to you, look for the relevant FAIRTRADE Mark on that exact product.

  • Relying on an old ingredient listing

    Tesco, Asda and M&S caution that product ingredients and allergy information can change.

    Read the label on every pack supplied, including repeat purchases, before deciding whether to eat the biscuits.

Brand and product-line references

These examples show why the exact product and variant matter; a claim for one biscuit or range does not extend to everything bearing the same brand.

Sainsbury’s

Sainsbury’s lists ordinary custard creams and a separate 125g Free From product.

  • Sainsbury’s describes the Free From biscuits as milk- and gluten-free.
  • Its examined ordinary biscuits list wheat and cow’s milk whey, and Sainsbury’s says they are not suitable for people with a barley allergy because of manufacturing methods.

Schär

Asda lists Schär’s 125g custard creams as a gluten-free option.

  • Asda also describes that product as wheat-free and lists rice- and maize-based biscuit ingredients.
  • Those specified claims do not establish suitability for every allergy; check the supplied pack.

Tesco

Tesco lists ordinary own-label custard creams with ingredients and allergy information.

  • The examined 400g listing identifies wheat flour and milk whey.
  • It also says the biscuits may contain sesame. Tesco cautions that food products can be reformulated.

Asda

Asda lists both ordinary and milk-chocolate-coated own-label custard creams.

  • The separate listings make it possible to compare the declared allergens: the ordinary 400g product lists wheat and milk, while the coated 162g product also declares soya.
  • Asda describes the coated product’s cocoa as Rainforest Alliance certified, which is not a Fairtrade claim.

M&S

M&S lists extra-cream and chocolate-coated custard creams as distinct products.

  • The examined chocolate-coated 191g biscuit lists milk, wheat and soya, giving shoppers product-specific allergens to check.
  • M&S describes Fairtrade cocoa for its separate Choc Marks range; that range claim does not establish certification for its custard creams.

Crawford’s

Tesco lists Crawford’s 300g vanilla-filled custard creams.

  • The examined listing identifies wheat flour and milk whey.
  • It says the product may also contain sesame; check the pack rather than transferring another brand’s allergy advice.

McVitie’s

Joybuy has a listing for McVitie’s Tasties Custard Creams 300g.

  • That listing states that the biscuits contain wheat and milk.
  • It also says they may contain sesame. Its palm-oil sourcing language is not a Fairtrade cocoa claim.

Joybuy custard cream options

This gluten-free custard cream is an option to examine when comparing biscuits for a specific ingredient need. Check its supplied label for your own allergens and any Fairtrade preference.

Schär Gluten Free Custard Creams 125g pack

Schär Gluten Free Custard Creams 125g

For shoppers comparing gluten-free custard creams, Joybuy describes this 125g product as gluten-free and lactose-free. Lactose-free does not establish milk-free: check the full label on the pack received for milk and any other allergen relevant to you. If Fairtrade sourcing matters, check that exact pack for a relevant FAIRTRADE Mark.

View on Joybuy

Questions about allergens and Fairtrade

Does Fairtrade cocoa mean a biscuit suits my food allergy?

No. Fairtrade International’s ingredient marks identify sourcing of the named ingredient, not the allergens in the finished biscuit. Read the exact pack’s ingredients and precautionary information for your allergen.

Do chocolate-coated custard creams have the same allergens as plain ones?

Do not assume so. The examined M&S and Asda chocolate-coated custard creams list soya alongside milk and wheat; compare each coated product’s own label with the plain biscuit you are considering.

What if the delivered pack differs from the online listing?

Use the delivered pack’s current label when deciding whether to eat the biscuits, not an earlier listing. Tesco, Asda and M&S warn that product information can change; ask the seller or manufacturer if the allergy information you need is unclear.

Does M&S’s Fairtrade cocoa claim cover its coated custard creams?

M&S identifies Fairtrade cocoa for its Choc Marks range, not for the chocolate-coated custard cream in the examined product listing. Check that biscuit’s own pack for a relevant FAIRTRADE Mark rather than applying a claim from another range.