Beanstalk has signed on to represent the cake decorating and bakeware brand Wilton Enterprises.

Wilton currently offers a wide selection of baking and decorating products designed to make it easy for anyone to bake beautiful treats.

“Wilton’s tremendous brand equity with their consumers is a recipe for success,” says Nancy Bailey, vice chairman, Beanstalk. “As the No. 1 brand in cake decorating and bakeware, there are many strategic product extensions that make sense for the brand.”

Beanstalk plans to expand the Wilton brand into a range of new areas including food categories such as baking mixes, refrigerated dough and finished baked goods, as well as housewares categories ranging from small appliances to hard goods.

“[Beanstalk] shares our passion for extending the Wilton brand into categories that align with our core equities, and they have a proven track record of establishing successful programs with industry leading partners that resonate with the consumer,” says Sandie Della Bella, vice president of licensing and new business development, Wilton. “We look forward to providing wonderful experiences in baking and decorating through additional products and programs with Beanstalk.”