Sands, Taylor & Wood also introduced other retail food products under the King Arthur name, including a line of coffee.

Sands, Taylor & Wood acquired Joseph Middleby, a maker of baking supplies, such as prepared pie fillings, in 1973.

As interest rates rose through the 1970s, financial pressures forced the company to change strategy, and in 1978 then-president Frank E. Sands II sold off all but the core flour business and relocated the company from Brighton, Massachusetts, to Norwich, Vermont.

"[2] Sands, Taylor & Wood Company converted to an employee-owned business structure in 1996, and also changed its name to The King Arthur Flour Co., Inc., reflecting its principal brand.

[14]In July 2020 King Arthur Flour changed its name to the King Arthur Baking Company Inc. to better reflect its products and services other than flour,[15] and the logo was changed from a medieval knight riding a charger to a wheat-themed crown.

[2] [1] The 2020 rebranding change coincidentally was launched several months into the COVID-19 pandemic, when retail flour sales had exploded.

[18] The COVID-19 pandemic caused a sudden leap in the company's business as newly-homebound workers across the country developed hobbies they hadn't previously had the time at home to indulge, such as bread baking.

The month of March is typically a slow time for the company, which experiences a rise in sales for the winter holidays and then another one for the Easter season.

From the week of March 16, both consumer and grocery store orders increased over the previous year and calls to the company's baking advice line spiked unusually.

[2] In the spring of 2020, their webpages covering sourdough bread saw an increase in traffic due to the number of people baking during the pandemic.

[18] In addition to its wholesale flour business, King Arthur also sells baking equipment, ingredients, baking mixes, and cookbooks directly to consumers through its catalog, The Baker's Catalogue, website, and at its flagship store, The Baker's Store, located in Norwich, Vermont.

[25][26] The website also offers recipes, baking demonstrations and advice, online ordering, and virtual classes.

[2][27] Since 1993 the company has offered baking advice through their Baker's Hotline service, which operates both as a call center and via online chat and digital media.