Miller Magazine Issue: 128 August 2020

26 NEWS MILLER / August 2020 The oldest flour company in the USA, which started in Boston in 1790, has undergone a re- brand to the much more all-encompassing King Arthur Baking Company instead of just flour. King Arthur Flour changes its name after 230 years "The rebrand of King Arthur Flour reflects what the company has always been: a company of bakers who believe in the power of baking to forge community and bring joy," the press release read. The new name also co- mes with a regal new logo, which will feature a wheat crown to "ce- lebrate the brand's commitment to baking." Since its start in 1790, King Art- hur has evolved from America’s first flour company to the leading baking resource, providing bakers with hundreds of ingredients, ba- king mixes, and tools, and a thou- sands-strong library of free recipes and resources. “King Arthur has always been a baking company at heart. The rebrand reaffirms our belief in the power of baking, and our commit- ment 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 commu- nities, 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 ba- kers, from passionate life-long bakers to beginners.” King Arthur noted the growing baking interest in its press release announcing the new name, stating "80 per- cent of infrequent bakers – those who previously baked a few times a year - now baking at least a few times a month." The flour company has responded to the demand in recent months by creating a new 3-pound bag of flour "to get product to consu- mers faster," as well as creating new educational resources on its website. Since its start in 1790, King Art- hur has evolved from America’s first flour company to the leading baking resource, providing bakers with hundreds of ingredients, ba- king mixes, and tools, and a thou- sands-strong library of free recipes and resources. Headquartered in Norwich, Vermont, a certified B Corp, and 100% employee-ow- ned, King Arthur Baking is the ultimate baking resource, providing the highest quality ingredients for the most de- licious baked goods, while inspiring connections and com- munity through baking. King Arthur’s superior flours and mixes are available in supermarkets nationwide.