Move over, baseball, there’s a new game in town.

As the dangers of the coronavirus pandemic keep U.S. sports and entertainment venues shuttered and millions of Americans at home, baking is having its moment.

“Baking is the new baseball,”King Arthur Flour co-CEO Karen Colberg told Yahoo Finance. ”It's become a national pastime.”

As countless new homebodies rediscover the therapeutic joys of cooking, Colberg explained that “people are baking a lot. Initially, you're thinking people are pantry-loading; they're kind of fearful, not sure what's going to come. But we're seeing a lot of baking happening too.”

The numbers tell it all: In the United States, for the week ending April 12, sales of yeast were up more than 300 percent from an average week in 2019, according to market research firm Nielsen.

In that same week, sales of baking cocoa and parchment paper had roughly doubled. In France — the baguette capital of the world — sales of flour more than doubled in the month of March versus the comparable time frame last year.

‘We’re at full tilt’

King Arthur Flour’s corporate history dates back almost 300 years, and it’s seeing an unprecedented rush on its own coveted bags of flour. In the last three weeks, demand has tripled over what the company normally expects this time of year.

To meet the surge, King Arthur Flour has its mills running at full capacity, and has even added another mill to the production line. “We are at full tilt,” Colberg said. “We’ve worked with our partners to get to 24/7 production. And I think that customers will continue to see in and out of stocks over the next couple of months as we ramp, because we're foreseeing some sustained demand for a while.”

Like so many companies, King Arthur is scrambling to shift its supply chain. It has plenty of bulk flour in 50 pound bags, especially now that so many restaurants and food service customers are temporarily closed. The trick, however, is getting that flour into smaller retail bags.

“There's plenty of wheat out there,” Colberg told Yahoo Finance.

“But the milling capacity, the bagging capacity is very different for the baker / foodservice business than the retail business,” she said. “And you can't just kind of flip the switch and say, ‘Hey, let's get the five pounders over there,’ unfortunately.”

As the company works to get more flour, yeast and other baking ingredients into the hands of home bakers, King Arthur is feeding their customers’ curiosity with loads of tips and recipes on its website, and a new video series called “The Isolation Baking Show” on Facebook.