Baking Explosion Coincides With King Arthur's Rebrand

King Arthur Baking Company's Bill Tine on adapting to sudden fame, and how the brand is fostering new bakers

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

When George Washington was president, he may well have enjoyed a scone baked with King Arthur Flour. A couple hundred years later, and after a decade of discussions, the company finally decided to move forward with a rebrand—dropping “flour” from its name.

Most rebranding efforts hope to inspire renewed interest and relevance. That wasn’t King Arthur’s problem. In fact, the rebrand coincided with its best year ever. Baking, you may have heard, is having a moment, so much so that in March, the newly named King Arthur Baking Company’s sales leapt



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in