The festive season is traditionally a very merry one for custard sales, and Parmalat is aiming to increase its market share with an advert claiming that in an independent blind tasting test, 7 out of 10 “custard lovers” prefer Parmalat, it’s line “Thought your old favourite was ultra-delicious?” clearly referring to market leader Ultramel. So, in its first-ever taste test, Consumerwatch staged its own Christmas Custard Contest - our in-house panel putting Ultramel, Parmalat and a third vanilla flavoured ready-to-eat custard brand, to the taste test. And the results were quite a surprise..!