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."

Since its start in 1790, King Arthur has evolved from America’s first flour company to the leading baking resource, providing bakers with hundreds of ingredients, baking mixes, and tools, and a thousands-strong library of free recipes and resources.

“King Arthur has always been a baking company at heart. The rebrand reaffirms our belief in the power of baking, and our commitment to inspiring bakers through every single touchpoint including our teaching and our products,” said Karen Colberg, King Arthur Baking Company’s Co-CEO. “Our mission is rooted in building stronger communities, fostering the connections that come from baking and sharing. The new positioning as a baking company will enable us to continue to grow and welcome all bakers, from passionate life-long bakers to beginners.”

King Arthur noted the growing baking interest in its press release announcing the new name, stating "80 percent of infrequent bakers – those who previously baked a few times a year - now baking at least a few times a month." The flour company has responded to the demand in recent months by creating a new 3-pound bag of flour "to get product to consumers faster," as well as creating new educational resources on its website.