The change of the logo is quite unfortunate, as apparently most of your customers agree. The original logo is quite distinctive, the new one rather bland. King Arthur products in the supermarket baking section tend to be shown next those of a strong competitor, Gold Medal. Comparing the new logo with that of Gold Medal, I consider Gold Medal the winner with respect to attracting the customer. Your new logo is not as eye-catching as the original. When I first saw your flour bags years ago on display on the bottom shelf virtually on the floor, I was nevertheless immediately attracted to it. This new logo disappears on the shelf.
This demonstrates that the choice of logo is a marketing decision. One way to deal with this is to have both logos available on all products, perhaps for a test period of up to a year, letting the customers decide what they like, specifying when they order. This would cost some money but would pay big dividends in the future. My final recommendation is this: changing the name to King Arthur Baking is fine but the old logo should be kept. Of course, maintain the good quality.

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