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

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

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 the country, says VP of marketing, Bill Tine.

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

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