I am not sure new name or logo is worth confusion a lot of King Arthur users noted in their posts. The quality of the flours is wonderful even in heavier whole wheat breads. I am not sure what King Arthur expected to gain from making such monumental name and logo change.

Too me, the quality is what sells product — not a name or logo. In addition to quality product, I utilized their baking support line couple times and customer service representatives were courteous, friendly and professional— I was grateful for their help. Another example why go through such drastic change— it baffles me.

Honestly my 'mother always used Pillsbury. It wasn’t till after she died and diabetes affected me that I looked into baking more items myself instead of buying from grocery stores — healthier, especially when using whole wheat flour. At first I used Gold Metal but after more research and trying King Arthur, I now am devoted baker to the brand even though I am only a novice baker — again not to the name but to the quality of the product.

It’s a shame King Arthur felt it had to go to such lengths with name and logo change when too me it was not necessary due to high quality and demand of their products. Just look at store shelves in Pandemic and King Arthur is difficult to find, but generic store brands sit on the shelves.

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