When the coronavirus crisis sent U.S. businesses and schools into lockdown in March, quarantining consumers of all ages and experience levels began donning aprons and baking their anxieties away, opting to produce their own sourdough, focaccia and challah instead of going the store-bought route. As a result of the DIY bread craze, King Arthur Flour saw sales rise more than 2,000% year over year. The 230-year-old company seized the opportunity in July to rebrand as King Arthur Baking Company, a name and logo change that reflected its commitment to “kneading joy in the kitchen.”
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