King Arthur Baking Company Renames White Whole Wheat Flour to Golden Wheat Whole Wheat Flour

Norwich, VT, August 1, 2024 – King Arthur Baking Company, America’s most trusted baking authority, is excited to announce the renaming of a customer-loved flour under a new name: Golden Wheat Whole Wheat Flour[CU1] . Formerly known as White Whole Wheat Flour, this flour has long been a favorite among home bakers and professional chefs for its exceptional quality and versatility.

The new name clarifies that Golden Whole Wheat Flour is not a flour blend but rather milled from 100% hard white wheat — a lighter and more golden-colored grain than traditional red wheat, yielding a milder-tasting whole wheat flour with all the nutritional benefits of 100% whole grains.  By substituting this flour for some or all of the white flour in your favorite recipes, Golden Whole Wheat Flour is a simple way to enhance the nutritional profile of your baked goods without sacrificing flavor or texture. 

King Arthur’s commitment to sustainability and quality: through their Grains for Good initiative, King Arthur is dedicated to sourcing 100% of their flour from regeneratively grown wheat by 2030. Golden Whole Wheat Flour, milled from wheat using regenerative practices in partnership with Farmer Direct Foods, supports sustainable farming methods that enhance soil health, conserve water, and ensure traceability. Each bag is produced from Identity-Preserved Wheat, allowing it to be traced back to its farm origin. “Our consumers can trust its origin and sustainability, knowing it's making a difference one loaf at a time,” shares Tim Webster, Chairman and CEO of Farmer Direct Foods.

About King Arthur Baking Company  

King Arthur Baking Company has been sharing the joy of baking since 1790. Headquartered in Norwich, Vermont, a certified B Corp, 1% for the Planet member, and 100% employee-owned, King Arthur Baking is the ultimate baking resource, providing the highest quality ingredients for the most delicious baked goods while inspiring connections and community through baking. King Arthur’s superior flours and mixes are available in supermarkets nationwide. Visit KingArthurBaking.com for more specialty baking items, mixes, gluten-free products, recipes, guides, and more. Follow King Arthur Baking Company on Facebook, Instagram, or Twitter.