King Arthur Flour

Centuries-old King Arthur Flour rebrands to King Arthur Baking Company

Centuries-old King Arthur Flour rebrands to King Arthur Baking Company

By Mary Ellen Shoup

King Arthur Flour has rebranded to King Arthur Baking Company, a transformation that preserves its roots in the baking industry, but more accurately reflects the company’s relationship with modern consumers and the baking “counter trend” currently sweeping...

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