In 1914, Claridge's Company entered into a joint venture to produce tar-bound macadam, with materials manufactured through a subsidiary company called Clarmac Roads Ltd. Two products resulted, namely Clarmac, and Clarphalte, with the former being manufactured by Clarmac Roads and the latter by Claridge's Patent Asphalte Co., although Clarmac was more widely used.[note 1] However, the First World War impacted financially on the Clarmac Company, which entered into liquidation in 1915. The failure of Clarmac Roads Ltd had a flow-on effect to Claridge's Company, which was itself compulsorily wound up, ceasing operations in 1917, having invested a substantial amount of funds into the new venture, both at the outset, and in a subsequent attempt to save the Clarmac Company.

Which of Claridge's two tar macadams was the more successful?