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Following the death of Edward VII, it became illegal to use the Royal name. As a result, Bell decided to take the first couple of letters from each of the two words of the brand name and turn them into the more catchy sounding 'Be-Ro'.
| Current brands|
Ambrosia | Angel Delight | Atora | Batchelors (Cup a Soup | Pasta 'n' Sauce | Slim a Soup | Super Noodles | Super Rice) | Be-Ro | Bird's | Bisto | Cadbury (cakes and biscuits)1 | Coffee Compliment | Homepride | Hovis (49%)2 | Loyd Grossman | Lyons | Marvel | McDougalls | Mr Kipling | Ormo | Oxo | Paxo | Paul Hollywood | Peckish Crackers | Plantastic | Saxa | Sharwood's | Smash | Vesta