More like Bakewell tarts than macaroons in the conventional sense, these are delicate little tartlets that lend an air of sophistication to the tea tray. Be-Ro was a brand of flour, predominantly selling self-rising flour that struggled to find a market in the late nineteenth century. To help market its products, Be-Ro, beginning in 1923, produced a recipe pamphlet that rapidly became a fixture in many homes.
It was much cheaper than a full cookery book, and it made Be-Ro a household name in the north of England, where its efforts were concentrated. Unlike hardcover books, few of the millions of pamphlets that were produced survive today. The impact of small-scale manufacturer-led recipe pamphlets is often underestimated, but for many people, they were the key way they learned to cook. Branded products are often in view on the kitchen shelves at Downton, and increasingly so as the series moves forward in time. Although cooks like Mrs. Patmore would have had high-end French cookery books, the Be-Ro pamphlets would have been familiar to the younger staff at country houses, who were brought up in a more brand-focused time.