The oldest flour company in the Usa, which started in Boston in 1790, has undergone a rebrand to the much more all-encompassing King Arthur Baking Company instead of just flour. «The rebrand of King Arthur Flour reflects what the company has always been: a company of bakers who believe in the power of baking to forge community and bring joy – the press release read – The new name also comes with a regal new logo, which will feature a wheat crown to “celebrate the brand’s commitment to baking».
King Arthur Flour changes its name
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