Why is King Arthur Flour Changing its Name? Brand’s New Era!

The Surprising Shift

Why is King Arthur Flour Changing its Name? Have you heard? King Arthur Flour now goes by King Arthur Baking Company. After over 230 years, why the change? The company aims to mirror its modern ethos.

King Arthur Baking Company released a press statement. It said the new name aligns better with their mission. They want to inspire bakers. They aim to help them craft tasty baked goods.

Baking has gained popularity recently. More people now enjoy this hobby. The company believes the new name will resonate more. They hope to inspire even better baking.

History of King Arthur Flour

For over 230 years, King Arthur Flour has stood as a symbol of quality baking. The legendary King Arthur inspired its name, representing purity, strength, and reliability. As the years rolled by, King Arthur Flour became more than a mere product; it evolved into an integral part of our baking culture, marking its presence in everything from bread to pastries.

Henry Wood and his family founded the company in 1790. They started their journey by milling flour in a quaint gristmill located in Norwich, Vermont. As time passed, they expanded their operations, shipping flour nationwide.

In 1896, a significant shift occurred. The company adopted the name Sands, Taylor & Wood. However, this name didn’t resonate for long. A visit to a play about the legendary King Arthur by some company partners led to an epiphany.

They felt inspired by the play’s themes and chose to rebrand the company as King Arthur Flour, drawing parallels with the legendary king’s virtues like purity, loyalty, and dedication to a noble cause.

Related Posts:

Why is King Arthur Flour Changing its Name?

King Arthur Flour has been a well-known name in the baking industry for over two centuries. However, the company recently announced a name change to King Arthur Baking Company. Here are the reasons behind this decision.

Rebranding Strategy

The name change is part of the company’s rebranding strategy. According to King Arthur Baking Company’s blog post, the company has been working on the rebranding for 18 months. The new name and logo reflect the company’s mission, which is to inspire and educate bakers of all levels.

Market Dynamics

The baking industry has been growing rapidly in recent years, and the COVID-19 pandemic has only accelerated this trend. According to Fox Business, 80% of infrequent bakers are now baking more often. As a result, baking companies like King Arthur Baking Company are seeing increased demand for their products.

Brand Inclusivity

The name change is also part of the company’s efforts to be more inclusive. The name “King Arthur Flour” has been criticized for its association with European royalty and the exclusion of other cultures. By changing the name to King Arthur Baking Company, the company is signaling a commitment to inclusivity and diversity.

Implications of Name Change

Customer Perception

The name change from King Arthur Flour to King Arthur Baking Company is likely to have a positive impact on customer perception. The new name more accurately reflects the company’s expanded offerings beyond just flour, such as baking tools, mixes, and recipes. The word “baking” in the new name also implies a broader scope of activities and products, which could attract new customers who may not have previously associated the brand with baking. Additionally, the name change aligns with the company’s commitment to helping customers experience the joy of baking, which is reflected in their new slogan “Bake On”.

Market Impact

The name change could also have a positive impact on the market for King Arthur Baking Company. The new name is more inclusive and modern, which could attract a wider range of customers, including younger and more diverse demographics. This could lead to increased brand awareness and loyalty, as well as increased sales. Additionally, the rebranding effort comes at a time when there is a growing interest in baking, which could further boost sales for the company. However, the company will need to ensure that their new branding strategy is effectively communicated to their existing customer base and that their products continue to meet the high standards that the brand is known for.

The Business Perspective: Why Brands Evolve

When a brand has been around for a long time, it can be challenging to keep up with the times. King Arthur Flour has been in business since 1790, and over the years, the company has seen a lot of changes. In 2020, the company decided to change its name to King Arthur Baking Company, and the move was met with mixed reactions. In this section, we’ll explore why brands evolve and what it means for businesses.

The Importance of Staying Relevant

One of the most important reasons why brands evolve is to stay relevant. As time passes, consumer preferences change, and businesses need to adapt to keep up. King Arthur Flour realized that its name no longer reflected what the company was about. The new name, King Arthur Baking Company, better reflects the company’s mission to inspire and educate bakers of all levels.

Adapting to Changing Consumer Preferences

Another reason why brands evolve is to adapt to changing consumer preferences. In recent years, there has been a shift towards healthier, more natural ingredients, and King Arthur Baking Company has responded by offering a range of whole grain flours and organic baking mixes. The company has also embraced the trend towards gluten-free baking, offering a range of gluten-free flours and baking mixes.

The Role of Cultural Sensitivity in Branding

When it comes to branding, cultural sensitivity is becoming increasingly important.In today’s globalized world, brands must understand how different cultures and communities interpret their name, logo, and messaging. This is especially important for brands that have a long history and legacy, like King Arthur Flour, which recently changed its name to King Arthur Baking Company.

How Modern Brands are Becoming More Inclusive

Brands are recognizing the importance of cultural sensitivity and are taking steps to become more inclusive. This includes changing names and logos that may be offensive or insensitive to certain groups, and creating messaging that is more inclusive and representative of diverse communities.

For example, in 2020, the Washington Redskins changed their name to the Washington Football Team after years of criticism that the name was offensive to Native Americans. Similarly, Aunt Jemima changed its name and logo to remove racial stereotypes and promote inclusivity.

Lessons from Other Brands that Underwent Name Changes

Indeed, King Arthur Flour’s decision to change its name to King Arthur Baking Company is not unique. Over the years, other brands too have undergone name changes. Sometimes, these changes are made to better reflect their values and mission. In other instances, it’s to remove offensive or insensitive language. Additionally, some brands change their names to modernize their image.

For example, in 2018, Dunkin’ Donuts changed its name to Dunkin’ to reflect its focus on coffee and other beverages, and to appeal to a younger demographic. Similarly, Weight Watchers changed its name to WW to reflect its broader focus on wellness and overall health, rather than just weight loss.

The Future of King Arthur Flour’s New Brand

In the realm of business, change often brings a mix of excitement and uncertainty. Given King Arthur Flour’s recent rebranding to King Arthur Baking Company, many are left pondering what the future holds for this iconic brand. So, let’s delve into the potential future of this beloved baking company.

Embracing Modern Baking Trends

The world of baking has undeniably seen a surge in new trends. For instance, from gluten-free to keto-friendly recipes, consumers are increasingly seeking diverse products. Therefore, King Arthur Baking Company is poised to expand its product range to cater to these evolving needs.

Strengthening Online Presence

In today’s digital age, e-commerce has fundamentally reshaped how we shop. Consequently, with the rebranding, we can anticipate King Arthur Baking Company to significantly bolster its online presence. Possibly, this might encompass interactive baking classes, virtual bakery tours, or even a dedicated app for baking enthusiasts.

Sustainability Initiatives

It’s no secret that consumers today are more environmentally conscious than ever before. In response, the company might prioritize sustainable sourcing, eco-friendly packaging, and waste reduction. By doing so, such initiatives can not only enhance the brand’s image but also appeal to a broader, more eco-aware audience.

Global Expansion

While King Arthur Baking Company has a strong foothold in the U.S., there’s potential for global expansion. Introducing the brand to new markets can pave the way for international recognition and growth.

Community Engagement

Historically, the company has always valued its community of bakers. As a result, in the future, we might see an increase in community-driven events, baking challenges, and collaborations with renowned chefs. Furthermore, engaging with the community not only can foster brand loyalty but also create a profound sense of belonging.


In conclusion, King Arthur Flour’s decision to change its name to King Arthur Baking reflects its commitment to helping customers experience the joy of baking. The new name also aligns with the company’s expanded product line, which includes not only flour but also baking mixes, ingredients, and tools.

The rebranding effort was in the works for 18 months, and the new logo and name were unveiled in July 2020. The timing of the change seems appropriate, as more brands have been reevaluating their names, logos, and imagery in response to social and cultural shifts.

King Arthur Baking’s pledge to offer high-quality products and exceptional customer service remains unchanged. The company’s values, which are guided by the attributes of King Arthur’s legendary Knights of the Round Table — purity, loyalty, honesty, superior strength, and a dedication to a higher purpose — continue to inform its business practices.


Why did King Arthur Flour change their name?

King Arthur Flour changed its name to King Arthur Baking Company to better reflect its mission, which is to inspire and support bakers everywhere. The company has been around for more than 230 years, and its original name no longer accurately represented what it does. King Arthur Flour is more than just a flour company; it sells a wide range of baking products and offers educational resources and recipes to help people become better bakers. The new name is more inclusive and better reflects the company’s values and mission.

King Arthur Flour changed its logo as part of the rebranding effort that included changing its name to King Arthur Baking Company. The new logo features a wheat crown, which symbolizes the company’s commitment to quality and its roots in Vermont. The wheat crown is made up of wheat stalks that form a circle, representing the company’s focus on community and connection. The new logo is more modern and reflects the company’s values and mission.

Did King Arthur flour change its name?

Yes, King Arthur Flour changed its name to King Arthur Baking Company. The change was announced in July 2020, and it reflects the company’s evolution from a flour company to a baking company. The new name better represents what the company does and its mission to inspire and support bakers everywhere.

Who owns King Arthur Flour?

As of my last update in January 2022, King Arthur Baking Company (previously known as King Arthur Flour) is an employee-owned company. It transitioned to full employee ownership in 2004 through an Employee Stock Ownership Plan (ESOP). This means that the company is owned by its employees and does not have external shareholders. Being employee-owned is one of the unique aspects of the company, and it’s a point of pride for them. However, it’s always a good idea to check the company’s official sources or recent news articles for the most up-to-date information.

Leave a Comment