Custard Apple (Annona reticulata) The Custard Apple is sometimes called ‘Sugar Appleâ€(tm) and ‘Bullockâ€(tm)s Heart Appleâ€(tm). It is the product of a small tree which thrives best in the warm lowlands or at moderate elevations on light soils. The fruit is heart-shaped with a thin skin that has a pinkish tinge when ripe. The pulp of the ripe fruit is sweet, with a custard-like consistency, and is either eaten plain or used for making ices or fruit drinks.