The King Arthur Baking Company, formerly The King Arthur Flour Company, is an American supplier of flour, ingredients, baking mixes, cookbooks, and baked goods. The company was founded in Boston, Massachusetts in 1790, and is now based in Norwich, Vermont. The company's flagship product line, King Arthur Flour, includes a variety of wheat flours for home and commercial baking, marketed as "Never Bleached—Never Bromated."