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Other people have said better things, but I've found flour to be important in baking. Generic store brands can work mostly, but for more precise and nicer baking I've got to go with King Arthur flour
Hey King Arthur flour, sponsor me please, I need it to keep buying all this flour!
King Arthur flour
How does this specific thing keep popping up in every corner of the internet I ever go to?? Is it that good?
Not really exeptional except it is commercial grade. It's not the random stuff you get from the local brand. The local brand is whatever. Sometimes it's really good, other times it's pretty poor.
The most common difference is in a test called "falling number". Falling number is a fast easy way to figure out if an enzyme that degrades starch has been activated (alpha-amylase). Intact starch in flour creates a matrix in solution and thickens it. When alpha-amylase is activated it degrades the starch and makes it thinner.
For baking you want a thicker dough that holds together. It's how you get light and fluffy breads. The thicker dough traps CO2 produced by yeast or an acid/base reaction better.
The falling number method is uncomplicated, but requires an apparatus which follows the international standards.
It really is better than most. This a company I actually think sort of cares. Their recipes for bread products are also spot on, at least the ones I've tried.
Their recipe for Cornish pasties has done me well, although my filling is always "things I have on hand"!
Any high quality brand will probably do you well. King Arthur is what I can get easily and have used it for decades. Also it's employee owned, last I knew, which makes me feel a smidge better.
Also their online recipes are pretty nice, and they answer questions!
Great flour, consistent every time, no filler or weird blends like others might have, great recipes, employee owned, etc.
They also have gluten-free flours (both measure for measure and straight up) and good recipes for them. I'm not gluten free but I have a friend that is and the chocolate cake I made them with their flour and recipe was one of the best gluten free cakes there ever had (it's better than some gluten cakes I've had tbh)
Their bakers hotline is extremely awesome