Keep Rising

We're all a bit half-baked.

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To be truly human, is to be a beautiful work-in-progress. A giant, delectable ball of potential.

For over 100 years, King Arthur has been a favorite among baking experts,

but they wanted to grow their awareness with amateur bakers.

To connect with this audience, we leaned into the truth that much like life,

baking is often messy before it becomes beautiful.

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