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

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.