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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Why we're changing our name after 230 years
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