The custard cream is a proper British invention, thought to have first appeared in 1908. The exact inventor is up for debate. Huntley & Palmers, Peek Freans, and Crawford's of Edinburgh have all been credited over the years, and the truth is nobody knows for certain. What we do know is that by 1920, Peek Freans were advertising them as the most popular of all cream sandwich biscuits, so they had clearly become a tea-time fixture.
The design is older than the biscuit itself. That ornate pattern stamped into each side is a Victorian fern frond motif, which was in vogue in the latter half of the 19th century. The creamy filling took its cue from Alfred Bird's eggless custard powder, developed in 1837, originally made for his wife who couldn't tolerate eggs.
Britain fell hard for it. In a 2007 poll of 7,000 Britons, nine out of ten voted the custard cream their favourite biscuit. More than a hundred years on, it's still one of the most-dunked biscuits in the country.