Jam Vs Custard is an artisan bakery handcrafting real doughnuts and bread in Birmingham. You’ll find our doughnut stall at street food events and markets around the city with our selection of seasonally-inspired jam and custard doughnuts.
We also supply a range of real sourdough bread and pastries for wholesale.
More information about our wholesale products.
Who is the doughnut scientist?
The brains behind the bakery is Adam Cross, a Senior Pastry and Sous Chef who has worked for some of the best restaurants in Birmingham and the Midlands, most recently the award-winning Purecraft Bar and Kitchen.
Adam combines his passions for real bread, excellent desserts and high quality independent food into the products he creates at Jam Vs Custard.
We specialise in real doughnuts – the dough is crafted over a period of 18 hours using traditional bread making methods. We fill our doughnuts with homemade jams and custards, which are inspired by traditional and popular dessert flavours with our own unique twist – for example lemon curd and poppy seed meringue, treacle tart and Hot Cross Bun. We source all our fruits and ingredients locally where possible and our menus are inspired by the seasons.
We also make sourdough bread and other baked products on a wholesale basis to coffee shops, delis and restaurants in Birmingham. We pride ourselves in producing the highest quality real bread, using the same traditional bread making methods as our doughnuts. More about wholesale bread.
Most of our breads are naturally leavened using our own sourdough culture or are pre-fermented over a period of up to three days. The slow fermentation brings unique flavours from the grains and provides the breads with better texture.
Want to know more?
We’d love to answer any questions you have about our doughnuts or bread and how we could help you. Just get in touch!