King Arthur Multi Purpose Flour

King Arthur Multi Purpose Flour (24 oz) is a gluten-free baking blend you'll find in the grocery store’s baking aisle, grouped with other specialty flours and the gluten-free section near xanthan gum, baking mixes, and alternative-grain products. The brand leans on heritage and craft — “baking with joy since 1790” and 100% employee-owned messaging — and is pitched to home bakers who want reliable, everyday gluten-free performance without obscure ingredients. Packaging is a 24-ounce branded bag with clear ingredient listings and certifications like Certified B Corporation; label copy emphasizes "Ideal for all gluten-free recipes," "No xanthan gum," and "simple, wholesome ingredients," which creates a health-halo without organic or kid-focused branding. Sensory expectations: a fine, pale white-to-ivory powder with a neutral, slightly starchy aroma; it behaves like other multi-purpose gluten-free blends—light when sifted, slightly gummy if not combined with binders in some recipes. Typical rituals include measuring and whisking into batters for cakes, cookies, pancakes, and breads or using it as a 1:1 substitute in home baking sessions, holiday baking shifts, and weekend brunch projects. In plain processing context: this is an industrially prepared mix of milled flours and starches with added vitamins — more processed than whole grains, but made from basic culinary ingredients rather than long lists of additives. Culturally, it sits at the intersection of practical everyday baking and wellness-minded shopping, favored by those who want approachable gluten-free baking without specialty culinary skills.