King Arthur Flour Rebrands to Celebrate Commitment to Baking

The oldest flour company in the US has changed its name, becoming King Arthur Baking Company. The rebrand of King Arthur Flour and the new logo, which features a wheat crown, celebrates the brand’s commitment to baking.

Since its start in 1790, King Arthur has provided bakers with hundreds of ingredients, baking mixes, and tools, and a thousands-strong library of free recipes and resources. In recent months, baking has become a national pastime, with 80% of infrequent bakers – those who previously baked a few times a year – now baking at least a few times a month, US studies showed. King Arthur responded rapidly to keep bakers baking by introducing a new 3-pound bag of flour to get product to consumers faster.

“King Arthur has always been a baking company at heart. The rebrand reaffirms our belief in the power of baking, and our commitment to inspiring bakers through every single touchpoint, including our teaching and our products,” said Karen Colberg, King Arthur Baking Company’s co-CEO. “Our mission is rooted in building stronger communities, fostering the connections that come from baking and sharing. The new positioning as a baking company will enable us to continue to grow and welcome all bakers, from passionate life-long bakers to beginners.”

To celebrate the rebrand, King Arthur Baking Company is launching the Bake Joy campaign. Consumers can share photos of their baking creations with Bake Joy GIFs and stickers on social media or try out the new Crown filter on Facebook and Instagram.