Why would you make this change during the middle of the pandemic when people are already stressed and anxious, and want to have symbols of comfort and familiarity more than ever? Even before I became a hardcore baker and King Arthur fangirl, I bought King Arthur Flour because the packaging projected quality. Now the packaging looks cheap, like store brand flour. Eek. I think it will be difficult to draw new customers into the King Arthur brand with the new company image the way I was drawn in with the old one.

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