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King Arthur Flour Becomes King Arthur Baking Company

King Arthur Flour, a Vermont-based flour company and baking resource, has rebranded as King Arthur Baking company.

“We’re not the type to rush into anything, but after 230 years, we’re ready for an updated name and a new logo that better represent who we are today. And it’s a pretty simple story,” was posted on the brand’s website.

King Arthur revealed its new name as well as a new logo, a wheat crown, which represents the company’s heritage, culture, commitment to agriculture and its love of baking.

“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, King Arthur Baking Company. “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.”

New product packaging will be rolled out to the brand’s retail partners through the fall. The company also launched a 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.

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