Swans Down unveils its new look!

NEW ORLEANS, Dec. 5, 2025

Swans Down® Cake Flour proudly announces the unveiling of its beautifully redesigned packaging – but while the outer look is new, the cake flour inside the box is still the soft, silky, winter-wheat cake flour families have relied on for more than 130 years.

For generations, Swans Down Cake Flour, known as “America’s favorite cake flour since 1894,” has been a pantry staple for bakers who value tradition, quality, and the joy of bringing people together around a homemade cake. Milled from only the finest soft winter wheat and sifted extra-fine, it delivers the moist and fluffy cake with a velvety crumb that home bakers strive for.

“We’re excited to share our refreshed packaging with longtime fans and new bakers alike,” said Dan Trahant, director of marketing for Swans Down. “Our new look reflects the warmth, heritage, and baking know-how that define our brand, all while keeping the same trusted cake flour inside.”

THE SWANS DOWN STORY: A FLOUR WITH DEEP AMERICAN ROOTS

Since the 1890s, generations of scratch bakers have devoted themselves to Swans Down Cake Flour, passing on their favorite recipes and the love of the brand to their children and grandchildren.

The Swans Down story begins with the Igleheart family’s flour mill, among the oldest and largest early American milling businesses. Igleheart Flour was known for its exceptional consistency and high quality. In 1868, at just sixteen years old, Addison Igleheart developed an innovative milling and sifting technique that created an unusually soft, fine, pure-white flour specifically for cakes. That very process, remarkably ahead of its time, is still used to make Swans Down Cake Flour today.

To describe this extra-soft, highly sifted flour, the name Swans Down Cake Flour was formally adopted around 1894.

Since 1985, Swans Down Cake Flour has been proudly owned and manufactured by the Reily Foods Company, continuing the Igleheart legacy of flour milling craftsmanship and unwavering quality. Today, cakes baked with Swans Down Cake Flour continue to be lighter, more moist, and fluffier thanks to its unique winter wheat and extra-fine sifting process.

FIND RECIPES AND BAKING TIPS: Visit www.swansdown.com and follow Swans Down on Facebook, Instagram, and YouTube.

BUY SWANS DOWN CAKE FLOUR : To buy Swans Down online or find a store near you visit shop.swansdown.com.

ABOUT REILY FOODS COMPANY: Established in 1902, Reily Foods Company is a family-owned business based in New Orleans producing beloved pantry staples including Blue Plate Mayonnaise, French Market Coffee, New England Coffee, Carroll Shelby Chili, Luzianne Tea and Swans Down Cake Flour.