We Baked Cookies With 10 Different All-Purpose Flours and the Winner Won By a Landslide

The holiday season is here, which means it's time to break out the mixing bowls and start baking. At the heart of every beloved dessert and comforting loaf of bread is one key ingredient: flour. Its versatility and essential role in baking make it the foundation for everything from buttery cookies to light, fluffy cakes.

You might be wondering, does the brand of flour really make a difference? The answer is yes—especially when it comes to perfecting your holiday treats. With so many all-purpose flour options available, it can be tough to know which one will deliver the best results. The flour you choose can have a significant impact on the texture, consistency and flavor of your baked goods. Some flours have higher protein content, which affects the structure of your baked items, while others are finely milled for a lighter, airier texture. Even how well the flour blends into your batter can influence the final outcome, making it well worth considering which brand you use.

To take the guesswork out of your holiday baking, we scoured the stores and picked up 10 bags of all-purpose flour that represent most of the widely available brands. We baked and tasted our way through all of the options to come up with our ranking of 10 popular all-purpose flours, ranked worst to best.

This list, which is based on texture, blendability, and overall performance—will help you bake with confidence, knowing your holiday treats will turn out nothing short of spectacular.

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What to Look for When Choosing an All-Purpose Flour for Baking

• Protein Content: Protein content directly affects the texture and structure of your baked goods. Higher protein flours create more gluten, which provides a sturdier structure. However, more protein doesn’t always mean better—the right flour depends on the type of baked good you're making. For bread, flours with 12-14% protein create the strong structure needed for a chewy, well-risen loaf. For cookies, go for 8-10% protein for a tender, soft texture. Biscuits benefit from flours with 9-10% protein for light, flaky layers. For general baking, 10-12% protein strikes a good balance of tenderness and structure.

• Texture: Pay attention to the grind of the flour, as it significantly affects the texture of your baked goods. A finer grind produces a smoother flour that blends easily into batters, resulting in lighter, more delicate baked goods like cakes and pastries. It allows for a softer crumb and a finer, more consistent texture. On the other hand, a coarser grind retains more of the wheat's natural structure, which can lead to denser, heartier textures in breads and rustic baked goods. Coarse flour often creates more chew and structure.

• Bleached vs. Unbleached: Bleached flour is softened and whitened through chemicals, making it ideal for tender baked goods like cakes and cookies. It creates a fine, delicate texture but loses some nutrients in the process. Unbleached flour, on the other hand, retains more nutrients and has a slightly nutty flavor, making it perfect for bread and pastries, where a heartier texture and fuller flavor are desired.

• Brand Reputation: Choose brands known for their quality and consistency. Trusted brands tend to offer reliable results, ensuring your holiday baking is a success.

• Packaging: For optimal freshness, select flour packaged in resealable bags or airtight containers, especially if you plan to store it for a longer period.

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How We Tested These Flours

To evaluate the performance of these 10 all-purpose flours, we conducted a blind taste test using a classic sugar cookie recipe. Our goal was to assess each flour's baking qualities without bias and identify which one produced the best cookies. We selected a range of popular all-purpose flour brands, including both bleached and unbleached options, based on availability.

Each batch was made using the same recipe, with carefully measured ingredients—flour, butter, sugar, and eggs—to ensure consistency. The dough for each batch was mixed under identical conditions, and the cookies were baked at the same temperature for the same amount of time on uniform baking sheets. After baking, the cookies were cooled completely and evaluated by a panel of blindfolded taste testers, who scored them on texture, flavor, spread and overall enjoyment.

The results were then analyzed to determine which flour produced the best cookie overall. This objective, controlled approach ensured that our rankings were based purely on baking performance—free from brand influence—providing you with an unbiased recommendation for your holiday baking.

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10 Popular All-Purpose Flours, Ranked from Worst to Best

10. Aldi Baker’s Corner

As regular Aldi shoppers, the team was both surprised and disappointed by this product—Aldi Baker’s Corner flour didn’t perform as well as we would have hoped. The cookies lacked flavor, with a noticeable bitter aftertaste, and the texture was denser and slightly tougher than the other cookies we tried. There was no noticeable rise, and the overall results were underwhelming.

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9. Walmart Great Value

The Walmart brand, Great Value, with its 10% protein content, proved to be another letdown. The cookies baked using this flour came out dense, missing that light, tender crumb that makes cookies so irresistible. While the team agreed the taste was tolerable, the flavor just didn’t come through as hoped—it was flat and bland, with no real depth. The sweetness of the cookie was barely noticeable, and the overall experience was not ideal.

8. Arrowhead Mills

The team was impressed by Arrowhead Mills' commitment to organic ingredients and its use of high-quality, hard wheat. While the brand is priced higher than many others, the difference in quality is immediately noticeable, making it a worthwhile investment for those who prioritize premium ingredients. The cookies made with this brand had a distinctive sweetness, which we enjoyed — though we all agreed it might not be the best choice for more savory bakes.

7. Pillsbury

Our tasting team found that Pillsbury’s lower protein content resulted in dough that felt too wet, even when we followed the recipe exactly. While it wouldn't hold up well in applications requiring structure, we did appreciate its affordability and this it would be a good choice for quick, no-fuss recipes like pancakes. The team agreed that for recipes that require a stronger, more stable dough (like cookies or bread), this is not the best choice.

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6. Thrive Market

This flour performed well overall, however the cookies baked using this brand were the only ones to brown on the bottom, giving them a slightly crispier edge. While some tasters liked this extra crunch, others weren’t as fond of the look or texture in comparison to the other cookies. A plus, however, was the packaging—Thrive Market flour comes in a resealable bag, making it much easier to store. Overall, it’s a solid choice for a variety of baked goods, though slight adjustments in cooking time may be needed depending on your preference.

5. Gold Medal

With more than 140 years of experience, Gold Medal is a trusted and widely recognized brand in the flour industry. Similar to Pillsbury, our testing team found that the flour didn’t absorb the butter as well as other brands, resulting in a wetter dough and cookies that spread more during baking. This significantly impacted the texture and appearance. That said, the final cookie was still enjoyable—and very flavorful, making it a solid, budget-friendly option.

4. Bob's Red Mill

In our taste test, Bob’s Red Mill stood out for its slightly nutty flavor, which added a unique depth to the finished cookies. While it produced a slightly denser texture than our top picks, it still yielded delicious cookies with great flavor. For those looking for an organic or non-GMO option, Bob’s Red Mill is an excellent choice, though it comes at a slightly higher price point. In addition to its all-purpose flour, Bob’s Red Mill offers excellent specialty flours, including options for pastry and bread, many of which are available at a wide range of grocery stores.

3. White Lily

The team was highly satisfied with the sugar cookies baked using White Lily flour, noting their delicate crumb and subtle, pleasing flavor. Made from soft winter wheat, White Lily has a lower protein content of 7-8.5%, compared to other all-purpose flours. This reduced protein level results in minimal gluten development, giving baked goods a light, airy texture akin to cake flour.

By following the packaging's recommendation to add slightly more flour than the recipe called for, we achieved the ideal dough consistency. Overall, White Lily flour delivered excellent results, particularly in creating extremely delicate cookies.

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2. Whole Foods 365

We were impressed by the 365 Organic All-Purpose Flour from Whole Foods. With a protein content of 8-10%, it worked well in our testing, producing dough that was easy to handle and cookies that were both soft and chewy. The flour’s mild flavor allowed the sweetness of the sugar cookies to shine, while its forgiving nature made the dough easy to work with. The dough come together smoothly and spread perfectly during baking. The team appreciated its availability at Whole Foods and on Amazon, making it a convenient choice for home bakers. Overall, 365 organic flour is an affordable and dependable choice for consistent baking results.

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1. King Arthur

King Arthur flour delivered outstanding results in our testing. With its 11.7% protein content, the dough was easy to work with, and the finished cookies achieved an ideal balance of tenderness and structure. Although the yield was slightly lower than other brands, the texture was flawless, and the flavor was rich and well-rounded. The team appreciated the consistency of King Arthur flour, which consistently produced high-quality, delicious cookies with every batch. We all agreed that King Arthur was our top pick.

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