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Our new print advertising campaign this fall focuses on the value of King Arthur Flour.

Here at King Arthur Flour, we believe “value” still refers to the worth of something, not how cheap it is. And we believe our customers agree. So while our flour may cost a little bit more than some of the other brands you see on supermarket shelves, we know it’s a good value, because you get what you pay for: the consistent performance of King Arthur Flour yields exceptional results whenever you invest your time and ingredients in baking.

What’s more, we back our superior flour with a host of resources developed from our more than two centuries of baking experience, from free recipes to expert advice, to help make your baking the best it can be.

Now we want to hear what you think. Tell the world why YOU choose King Arthur Flour. Please post your comment below – and thanks for participating in the conversation.

Allison Furbish

Allison Furbish is a native of the Upper Valley, where King Arthur Flour is based, and an avid lifelong baker especially enthusiastic about anything chocolate.


  1. Lori M.

    My son has a wheat allergy and we have been using the KA Gluten Free all purpose flour for a few months. It’s the closest thing to regular flour and not as grainy as some other brands. Is there any chance you could start making it in a 5 or 10 lb. bag? We go through the box really fast.

    We’ve done the market analysis on that – and continue to do it regularly, Lori. Unfortunately, there’s no economy of scale (i.e., no savings) by having it packed that way, and our data tells us people would be extremely reluctant to pay what a larger bag would cost. So, best to just keep buying the smaller package; we’re sorry about the ecological impact of additional packaging, but a larger package wouldn’t offer our customers any savings… PJH

  2. mbbutler

    The cost of a 5 pound bag of flour is about the same as the cost of a single loaf of decent bread. Just think of all the loaves of bread you can make with 5 pounds! The recipes and results are worth every penny of King Arthur Flour and with each loaf I can be confident that I am nourishing my family with ingredients I know and trust while saving money at the same time.

  3. Fg

    I was treated to a fantastic week long baking course in NYC at the French Culinary Institute and the only flour we used was KAF. Wouldn’t try anything else!!

  4. CJ

    I love, absolutely love King Arthur’s Whole Wheat White Flour. It does not matter if I am making cakes, pies, cookies, or biscuits I use this flour. Thank you for the quality of your products, it is most definitely worth the extra cost.


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