Bob's Red Mill Baking Flour, 1 To 1

Bob's Red Mill 1-to-1 Baking Flour is a ready-to-use gluten-free flour blend sold in a 22 oz retail bag that you’d typically find in the baking aisle — often shelved with other gluten-free flours, specialty baking mixes, and boxed cake and pancake mixes. Shoppers reach for this item when they want to convert familiar recipes (cookies, cakes, pancakes, muffins) to gluten-free versions without rebuilding ingredient lists. The brand leans on an approachable, heritage-driven positioning: employee-owned, small-business origin story, and a friendly founder quote that evokes home baking and trust. Packaging and label cues emphasize “gluten free” and quality (“make your recipes gluten free,” “xanthan gum built right in”) rather than organic certification; there’s a mild “natural”/wholesome halo rather than child-focused or indulgent kid branding. In plain terms, it’s a formulated blend of rice and sorghum flours plus processed starches and a hydrocolloid (xanthan gum) to mimic gluten’s binding — a convenience product that reduces recipe friction. Sensory expectations: a fine, slightly sandy white-to-cream powder that behaves like wheat flour in batter, producing tender crumb in cakes and chewy cookies when used as directed; users measure, whisk or sift, and swap it cup-for-cup for wheat flour. Rituals around this product include holiday baking, weekend pancake mornings, and baking for guests who avoid gluten. The product reads as practical and reassuring in American grocery culture — a modern pantry staple for health-conscious home bakers who want familiar textures and ease without gluten.