Cake Decorating Brand Bakes Up a Partnership With YouTube Star Rosanna Pansino

To reach young women, Wilton moves from classroom to Web

The cake decorating company Wilton has always been about creators, inspiring everyday bakers with TV programs and in-store lessons. Now, the 85-year-old cake decorating brand is using online influencers to reach a new generation.

The Woodridge, Ill.-based company announced on Friday that it is partnering with Kin Community's Rosanna Pansino to create branded tutorials on YouTube. Pansino, who is best known for her pop culture-inspired baked goods, will create more than a dozen videos through the partnership throughout 2015. 

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