Ploughman's lunch many pubs served little else: in 1932 Martin Armstrong described stopping at village inns for a lunch of bread, cheese and beer, noting that "On these occasions in country inns when bread, cheese and beer seem so extraordinarily good, the alternative is generally nothing; and compared with nothing bread, cheese, and beer are beyond compare". By the 1950s the meal was certainly being referred to by forms of the name later used to promote it. In 1956, author Adrian Bell reported: "There's a pub quite close to where I live where ... all you need say is, 'Ploughboy's Lunch, Harry,
Aerated Bread Company stores. Having entered commercial life as a show-room manager in the religious publishing business of Mr Chrysostom Lorton of Paternoster Row, Enfield, Augustus Carp makes several references to the Aerated Bread Company in a detailed description of his daily routine: At eleven o'clock, therefore, I would despatch Miss Botterill to a neighbouring branch of the Aerated Bread Company for a glass of hot milk and a substantial slice of a cake appropriately known as lunch cake. I would then, at twelve-thirty, repair in person to the same branch of this valuable company, where I would generally order from one of