230 years old & growing
A flour business is as strong as it was in 1790
King Arthur Flour is an American flour brand. It has been in business for 230 years. The secret to their success is focusing on one product. In the past they tried to diversify, which did not work.
King Arthur’s main business is selling five-pound bags of all-purpose flour and high-protein bread flour. The company works with millers to keep its protein content within 0.2% to 1%. Competitors’ flour can vary by as much as 2%. In 2018 their revenue was $ 150mn ( INR 900 crores). It has three CEOs, who have transformed the business. The new team has relied on modern marketing, new merchandising and using social media.
Colberg, one of the three CEOs says, “The way we’ve shifted marketing in the past six or seven years has been transformational. It’s not just about flour.”
Baggry’s is India’s King Arthur Flour. It only focuses on grains. It is threatening the market leader Kellogg’s. Medimix only focused on herbal soup. Hamdard focused on Roohafzah.
