Be-Ro was founded by Thomas Bell as a grocery and tea company in Longhorsley north of Newcastle in 1875. Thomas had experimented with rising agents on flour in baking and from that produced the world's first self-raising flour. He founded the Bells Royal works which sold the Bell's Royal Flour. In 1907 Bell decided to merge Bell and Royal into one word which is where Be-Ro came from.
When Be-Ro introduced its self-raising flour, it also created a recipe book to promote the use of this new product. The recipe book is still sold today, and is currently in its 41st edition, having sold over 40 million copies. [Wikipedia]