From: Huntleyandpalmers.co.uk:
Full Description: Serpell's began in 1851 initially making ships' biscuits at Plymouth. In 1899 Serpell's purchased a larger factory in South Street, Reading and transferred production to the town. In July 1904 the Huntley & Palmers Fire Brigade attended a major fire at Serpell's new factory. The Berkshire Chronicle reported that: "A fire, the like of which has not been seen in Reading for some years, broke out between half-past 12 and one o'clock on Saturday morning, as the result of which the biscuit manufactory of Messrs. H.O. Serpell and Co., has been almost completely destroyed". Relations between Serpell's and Huntley & Palmers had always been cordial, and in 1950s Serpell's carried out a small amount of production for Huntley & Palmers while their Huyton factory was built.
Maybe H&P helped them out in 1904?
