Measure for Measure: gluten-free for fall, simplified

Have you tried our Measure for Measure Gluten-Free Flour yet?

If so, you already know what a valuable addition to your pantry it is. If not — you have to give Measure for Measure a try. It’s your one-stop solution for taking your mom’s pancake recipe, that family-favorite banana bread, or your secret recipe for chocolate chip cookies — and turning them from gluten-full to gluten-free, simply by swapping out the flour.

Turn regular recipes gluten-free with one simple substitution: Measure for Measure flour. Click To Tweet

That’s right: no adding an egg, figuring out xanthan gum, or increasing/decreasing liquid. Simply swap Measure for Measure 1:1 for all-purpose or whole wheat flour, and proceed with your recipe as written. (Except yeast recipes; this new flour isn’t suitable for yeast bread and rolls. If you’re looking for gluten-free yeast recipes, we have a great selection on our site.)

Let me show you the yummy fall treats I’ve been making with Measure for Measure lately —

Measure for Measure via @kingarthurflour

Old-Fashioned Apple Cake with Brown Sugar Frosting

This is the No. 1 apple recipe on our site. Filled with chopped fresh apples, nuts, raisins (or dried cranberries), and plenty of autumn spices, it’s the perfect base for its caramel-fudge frosting.

To tell the truth, this is a picture of our standard Old-Fashioned Apple Cake, not the Measure for Measure version; my husband whisked the Measure for Measure cake off to his fellow Audubon volunteers before I had the chance to photograph it! But from all reports, it was very well received — and no one could tell it was gluten-free.

Measure for Measure via @kingarthurflour

Banana Bread

This doesn’t look like gluten-free bread, does it? Banana bread is the most searched for bread recipe online, and our classic version features vanilla and cinnamon, honey and nuts, and a secret ingredient for added flavor and moistness: jam or marmalade.

The other secret ingredient? Measure for Measure flour. Make this bread for the bake sale; I guarantee it’ll be snatched up immediately.

Measure for Measure via @kingarthurflour

Classic Double Pie Crust with Measure for Measure

Now, here’s one place where Measure for Measure flour does produce a different result: in pie crust. At the top, standard pie crust. Below, pie crust made with Measure for Measure. The crusts are equally tender, nicely crisp, and both brown well. The standard crust will have larger flakes, though; while the Measure for Measure crust is more of a “short” crust, with finer texture.

Would I make my favorite custard pie in either crust, though? You bet.

Measure for Measure via @kingarthurflour

Pumpkin Cake Bars with Cream Cheese Frosting

Had you at the cream cheese frosting, right? These moist bars, with their rich frosting and a topping of toasted walnuts, are quintessential autumn.

Make a half-sheet pan (18″ x 13″) batch, cut in squares, and bring to the tailgate. When someone says they’re eating gluten-free, smile and hand them a pumpkin cake bar.

Measure for Measure via @kingarthurflour

Whole Wheat Waffles

Chillier mornings bring out the baker in you, don’t they? When you’re gearing up for a Saturday at the soccer field or doing yard work, waffles get things off to a great start.

These whole wheat waffles offer the nutrition of whole grains. As does the Measure for Measure version, since Measure for Measure is made from — surprise! — gluten-free whole grains.

Measure for Measure via @kingarthurflour

Pumpkin Cake Doughnuts

“Baked, not fried” — that’s the mantra that distinguishes our favorite fall doughnuts. Spoon the batter into a couple of doughnut pans, bake (less than 20 minutes), shake in a bag of cinnamon sugar to coat, and enjoy.

Eating and baking gluten-free doesn’t have to be a hassle. You don’t need all kinds of special ingredients; you don’t have to seek out and test gluten-free recipes.

All you need is the single ingredient that ensures successful gluten-free baking, from apple pie to zucchini bread: King Arthur Measure for Measure Flour.

PJ Hamel

PJ Hamel grew up in New England, graduated from Brown University, and was a Maine journalist before joining King Arthur Flour in 1990. PJ bakes and writes from her home on Cape Cod, where she enjoys beach-walking, her husband, two dogs, and really good food!


  1. Kathryn Lynch

    I’ve read in some GF recipes to let the batter sit for up to 15 minutes before baking to hydrate the GF flour. Is this recommended as a usual standard?

    1. The Baker's Hotline

      Hi Kathyrn, it isn’t necessary to rest your batter or dough before baking when working with Measure for Measure unless specifically called for in the recipe. You’re welcome to give it a try to see if you notice any difference in the final texture or consistency of your baked goods, but we think you’ll be pleased with the results when they’re baked as per usual. Happy GF baking! Kye@KAF

  2. Kathryn Lynch

    My measure-for-measure flour is only a few months old, but it doesn’t smell fresh. Can this go rancid? Is there a way to freshen it up? I don’t bake all the time but I want my GF flour to last and taste good when I do get the urge. What do you recommend?

    1. The Baker's Hotline

      We’re surprised to hear about the off-smell of your Measure for Measure Flour, Kathryn. It does smell slightly different than regular, wheat-based flour. (Some of our bakers think it actually smells a bit like pancake mix; it has a subtly sweet smell.) If you’re still within the best by date on the package and it’s been appropriately stored (kept in a cool, dry place) then you’re welcome to give it a bake and see what happens. There’s no way to “refresh” flour, so if it doesn’t smell pleasant you’re best off starting with a fresh bag. You can store it in an air tight container in the freezer to help keep it fresh for longer. Good luck, and happy baking! Kye@KAF

  3. Jessica

    I just read the ingredients list. Thank you for listing everything, as I have other allergies. Also, thanks for making it dairy free as I can’t have dairy.

  4. KitchenKitty

    I made the apple cake with Trader Joe’s gluten free flour and it was not very successful. It was extremely crumbly and extremely sweet. The ingredients are nearly the same in the two GF flours so I am wondering how you got the recipe to work with the King Arthur GF Flour. Did it really look like the one baked with regular flour?

    1. PJ Hamel, post author

      Yes, it did look like the cake baked with regular flour, and tasted good, too. We find that with gluten-free flours, though, you do need to bake things to the outside range of the times called for; better to over-bake a tiny bit than under-bake at all. Perhaps your Trader Joe’s cake simply wasn’t baked long enough? PJH

  5. shirley horst

    Where is your measure for measure flour available in my area? I live in Nebraska, Grand Island and Hastings are my go to towns to shop.

    1. PJ Hamel, post author

      Shirley, while the Hy-Vee in Grand Island could carry Measure for Measure if they wished, they don’t currently. If you’d like them to, ask to speak to the grocery manager and put in your request. Barring that, you can always purchase Measure for Measure right on our website. It’ worth pursuing, trust me! PJH

Post a comment

Your email address will not be published. Required fields are marked *