[arethuza]

I like the Guardian's take on this:

"After the collapse of Lehman Brothers, custard sales went through the roof as people sought refuge in nostalgia"

http://www.guardian.co.uk/media-network/media-network-blog/2...

[igouy]

Missing "the glaringly obvious" -- custard is actual comfort food not just a yearning for past childhood.

[Evbn]

Comfort food is comforting because it is nostalgic.

[pessimizer]

Or because it is rich in carbohydrates and fats, and super aromatic.