King Arthur Flour recently completed a rebrand to reinforce what the company has always been: a company of bakers who believe in the power of baking to forge community and bring joy. Now named King Arthur Baking Company, the brand now sports a new logo, which features a wheat crown and celebrates the brand’s commitment to baking.

Karen Colberg, Co-Chief Executive Officer, King Arthur Baking Company“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, 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.”

Since its start in 1790, King Arthur has evolved from America’s first flour company to a leading baking resource, providing bakers with hundreds of ingredients, baking mixes, tools, and a thousands-strong library of free recipes and resources.