Innovation   King Arthur Flour, Now King Arthur Baking Company, Rebrands to Celebrate Commitment to Baking   King Arthur Flour has announced it has rebranded itself to King Arthur Baking Company. This rebrand reflects how the brand sees itself, and that is as a company of bakers working to forge a sense of community.   “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....

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