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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
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