BBC Two of competition since ITV's launch in 1955, and both had aimed for a populist approach in response. The 1962 Pilkington Report on the future of broadcasting noticed this, and that ITV lacked any serious programming. It therefore decided that Britain's third television station should be awarded to the BBC. Prior to its launch, the new BBC2 was promoted on the BBC Television Service: the soon to be renamed BBC1. The animated adverts featured the campaign mascots "Hullabaloo", a mother kangaroo, and "Custard", her joey. Prior to, and several years after, the channel's formal launch, the channel broadcast "Trade Test Transmissions",
Bird's Custard in India, where a large portion of the populace follows a vegetarian diet, although ovo-lacto variants are also available. "Instant" versions (containing powdered milk and sugar and requiring only hot water) and ready-made custard in tins, plastic pots and cartons have also become popular. A food and drink survey carried out in 2000 found 99% of customers recognised the brand, which accounts for 45% of the custard consumed in the UK. Bird's Custard is also exported to several countries, and can be found in many popular grocery supermarkets. In addition to the Bird's brand, generic cornflour-based custards are widely available.