Hosts comparing conventional custard creams
If you want custard creams on the tea table but would prefer a lower listed sugar figure, compare products per 100g. A lower figure within this group does not establish a reduced-sugar claim.
Who is this for?
Shoppers requiring a reduced-sugar claim
If the claim is a condition of purchase, check it on the exact pack. A different biscuit type may meet your brief, but do not treat a ‘no added sugar’ or ‘zero sugar’ product name as the same claim.
Hosts checking guests' allergens
The conventional custard creams compared here list wheat and milk; some carry additional ‘may contain’ statements. Read the current pack for each biscuit you intend to serve.
What should you check?
Decide whether you need a reduced-sugar claim or simply want to compare conventional custard creams, then check the exact product you plan to serve.
| Priority | What to check | Your needs |
|---|---|---|
| Sugar information | Compare listed sugars per 100g across products. Check any reduced-sugar claim on the exact pack; use per-biscuit figures separately when deciding how many to serve. | I want to compare biscuits on the same basis without mistaking a relatively lower figure for a reduced-sugar claim. |
| Biscuit format | Check whether it is a custard cream or a differently flavoured sandwich biscuit. Match the pack size to the number of guests. | For this tea, the familiar custard-cream filling may matter more to me than choosing a different biscuit type. |
| Allergens | Read the current ingredients, highlighted allergens and any ‘may contain’ statement. Check each product rather than relying on its flavour or dietary label. | I need to know what is in the biscuits before putting them out for guests with relevant allergies or intolerances. |
Common buying mistakes
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Calling the lowest figure ‘reduced sugar’
Sainsbury's lists 26.5g sugars per 100g, the lowest of the five conventional products compared, but that is a relative comparison. The NHS classifies more than 22.5g sugars per 100g of solid food as high.
If a reduced-sugar claim matters, check the claim and nutrition panel on the exact pack instead of relying on its position in a comparison.
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Comparing only sugars per biscuit
Biscuits can differ in size, so a per-biscuit figure does not provide the same comparison as a per-100g figure.
Compare sugars per 100g first, then look at the per-biscuit information when planning what to put on the table.
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Confusing vegetarian and allergen suitability
A vegetarian biscuit can still contain wheat or milk. Some of the products compared also carry ‘may contain’ statements for other allergens.
Read the current ingredient and allergen information for every product before serving guests who need those checks.
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Relying on an old product listing
A listing is not a guarantee that a biscuit is available when you shop or that the pack in hand carries the same information.
Confirm availability close to purchase and read the physical pack before serving.
Custard cream brand references
These figures describe the specified products, not every biscuit made by each brand; compare current packs before buying.
Sainsbury's
Its 200g conventional custard creams are a reference point for comparing sugars per 100g.
- Sainsbury's lists 26.5g sugars per 100g and 3.3g per biscuit, the lowest per-100g figure among the five conventional products compared.
- This is not a reduced-sugar claim; the ingredients include wheat and milk.
ASDA
ASDA's conventional custard creams come in a 400g pack for sharing.
- ASDA lists 29g sugars per 100g and 3.4g per biscuit.
- The product contains wheat and milk and may contain rye, barley, oats and sesame. It is not presented as reduced sugar.
Crawford's
Crawford's 300g product is a vanilla-flavour cream sandwich biscuit described as suitable for vegetarians.
- Tesco lists 30.7g sugars per 100g and 3.6g per biscuit for this product.
- It contains wheat and milk and may contain sesame; vegetarian suitability does not change those allergen declarations.
McVitie's
The McVitie's Tasties listing describes a vanilla-flavour cream sandwich biscuit.
- The Joybuy listing gives 30.6g sugars per 100g for the 300g product.
- It lists milk and wheat, with possible sesame. The listing marked this product as no longer available when checked.
M&S
M&S describes its Extra Cream Custard Creams as having more vanilla cream and real custard powder.
- The product offers a different filling emphasis from a standard custard cream.
- M&S lists 40.2g sugars and 13.5g saturates per 100g for this product; its ingredients include wheat, milk and soya.
Biscuit options for a cream tea
These Joybuy options comprise two differently flavoured sandwich biscuits with sugar-related wording in their names and one gluten-free custard cream. None of those descriptions alone establishes a reduced-sugar claim.
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Gullon Zero No Added Sugar Cookies and Cream 210g
This 210g Cookies and Cream biscuit is an alternative to a traditional custard cream for the tea table. ‘No added sugar’ is the wording in its product name, not a reduced-sugar claim; check the current pack's nutrition and allergen information before serving.
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Oreo Zero Sugar Sandwich Cookies 97g
This 97g pack offers a sandwich biscuit rather than a custard cream. Check the current nutrition panel to interpret the ‘Zero Sugar’ wording in its name, and check the ingredients and allergens for your guests.
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Schar Gluten Free Custard Creams 125g
This 125g pack keeps the custard cream format and carries ‘Gluten Free’ in its product name. That wording does not establish a reduced-sugar claim or settle other allergen questions; read the current pack before choosing it for guests.
Frequently asked questions
Does a lower sugar figure make a custard cream ‘reduced sugar’?
No. Being lower than another biscuit in a comparison does not establish a reduced-sugar claim. Compare nutrition information per 100g, as the NHS advises, and check any claim on the exact pack.
How should I compare custard creams for an afternoon tea?
Start with the per-100g nutrition panels so different biscuit sizes do not distort the comparison. Then check the per-biscuit information when deciding what to serve. For solid foods, the NHS calls sugars high at more than 22.5g per 100g.
Can I serve these conventional custard creams to guests avoiding milk or wheat?
The specified ASDA, Sainsbury's, Crawford's, McVitie's and M&S products list wheat and milk, so do not assume they suit those guests. Some also carry additional ‘may contain’ statements; read the exact current pack before serving.
Is an online allergen listing enough when choosing biscuits for guests?
Use it to narrow your options, but read the packaging of the product you buy before serving. Check the ingredient declaration and any ‘may contain’ statement against each guest's requirements.