Why Does Every Brand of Flour Behave Differently? The Secret Behind All-Purpose Flour
You follow the same recipe, use the same measurements, and bake at the same temperature—but somehow, your cookies spread too much, your cake turns out dense, or your pizza dough just doesn’t rise the same way it did last time. What’s going on?
Believe it or not, the culprit might be your flour. Even if the bag says “All-Purpose Flour,” not all brands are created equal! Differences in protein content, wheat type, milling process, and absorption rates can significantly impact how your baked goods turn out.
So, how do you know which flour is best for your baking? And if you prefer a simple approach, is there one brand you can stick to for everything? Let’s break it all down—and if you’ve had different results using different flours, share your experience in the comments!
What Is All-Purpose Flour?
“All-purpose” suggests it can be used for everything, but in reality, it’s a compromise between structure and tenderness. It falls between bread flour (high protein, chewy texture) and cake flour (low protein, soft crumb), making it versatile but not perfect for every bake.
However, depending on the brand, all-purpose flour can behave more like bread flour or more like cake flour—which is why switching brands can throw off your results!
Why Do Different Brands of All-Purpose Flour Perform Differently?
1. Protein Content & Gluten Formation
Protein content affects how much gluten develops when flour is mixed with water. More protein = stronger gluten = chewier texture. Less protein = less gluten = softer texture.
King Arthur: 11.7% Protein - Bread, pizza, structured cakes
Pillsbury: 10.5% Protein - Cookies, muffins, softer bread
Amapola: ~9-10% Protein - Cakes, pastries, tortillas
1. What this means for your baking:
King Arthur (highest protein): Absorbs more liquid, develops stronger gluten, results in chewy textures. Great for artisan bread, pizza dough, and structured cakes.
Pillsbury (middle range): More balanced, with moderate gluten formation. Ideal for cookies, muffins, and softer breads.
Amapola (lowest protein): Absorbs less liquid, produces softer textures. Best for cakes, pastries, and tortillas.
How to Adjust Recipes When Switching Brands
• If using King Arthur instead of Pillsbury or Amapola → Add slightly more liquid, as it absorbs more moisture.
• If using Amapola instead of Pillsbury or King Arthur → Reduce liquid slightly, as it absorbs less.
• If using Pillsbury, it’s more forgiving and works well in most cases without adjustments.
2. Wheat Type & Milling Process
The type of wheat used in flour affects its texture and performance.
King Arthur: 100% hard red wheat → Higher protein, stronger gluten.
Pillsbury: Blend of hard and soft wheats → Balanced texture.
Amapola: Primarily soft wheat → Lower gluten, tender baked goods.
Additionally, the milling process makes a difference.
King Arthur is unbleached and unenriched, meaning it retains a more natural structure and requires slightly more hydration.
Pillsbury is often bleached and enriched, making it whiter in color and softer in texture.
Amapola is typically unbleached but may be enriched, depending on the region.
3. Liquid Absorption & Dough Consistency
Even small differences in protein and wheat type affect how much water or milk your flour absorbs, which can impact dough consistency, rise, and final texture.
BrandAbsorption Rate Effect on Dough
King Arthur: High - Requires more liquid, stronger dough
Pillsbury: Medium - Balanced absorption, easy to work with
Amapola: Low - Requires less liquid, softer dough
Why does this matter?
If your dough feels too dry or too wet, it may not be your fault—it could be the brand of flour you’re using!
Which Brand Should You Choose for a One-Size-Fits-All Approach?
If you prefer to keep things simple and use just one brand of all-purpose flour, I recommend:
🏆 Pillsbury All-Purpose Flour
✔ Balanced protein content makes it versatile for bread, cookies, cakes, and muffins.
✔ Medium absorption rate means no major adjustments needed when switching recipes.
✔ Widely available and easy to work with across different baking styles.
✔ Medium absorption rate means no major adjustments needed when switching recipes.
✔ Widely available and easy to work with across different baking styles.
While King Arthur is great for structured bakes and Amapola excels in softer pastries, Pillsbury strikes the best balance—making it the ideal choice if you want to stock just one type of flour!
If you bake a lot of soft cakes or pastries, you might prefer Pillsbury, as it’s a bit more balanced. However, King Arthur offers the most versatility and consistency across a variety of recipes.
Have You Noticed a Difference? Let’s Experiment Together!
Now it’s your turn! Have you ever noticed a difference when switching flour brands? Does one brand always give you better cookies, while another makes your bread too dense?
Share your experience and let’s compare results!
Love Baking? Stay Tuned for The Every Day Baker!
If you’re passionate about homemade baked goods, you’ll love my upcoming book, The Every Day Baker! This book is all about making delicious, from-scratch baking effortless, with recipes that fit into real life—whether you're whipping up a quick weekday treat or perfecting a weekend sourdough.
And if you ever want to experience the magic of homemade baking in the perfect setting, come visit Hacienda Eterna Primavera. Nestled in the heart of Puerto Rico, our hacienda is the ideal escape for food lovers who appreciate freshly baked bread, pastries, and other homemade delights, all made with the finest ingredients.
Stay tuned for more details on The Every Day Baker—and if you're ever in Puerto Rico, make sure to visit the hacienda for a truly unforgettable culinary retreat!