The initiative adds festive charm to baking aisles with wrapping-style packs and Wilton gift tags for each holiday’s colours and symbols. Credit: Wilton / Business Wire.

Baking and decorating company Wilton has launched its new limited-edition holiday packaging, marking the beginning of a series of special edition packages for the US holiday season.

The new packaging design aims to capture the essence of gift-giving and holiday celebrations.

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The first release features Christmas-themed designs, with subsequent editions for Valentine’s Day, Spring/Easter, and Halloween to follow.

The holiday products will be available at major retailers across the nation for the holiday season, including Hy-Vee, Kroger, Meijer, Target, Walmart and Wegmans.

This initiative is set to bring a festive touch to the baking aisle, with each package resembling wrapping paper and including Wilton gift tags that reflect the unique colours and symbols of each holiday.

Wilton Masterbrand and community director Shanta McGahey said: “Our holiday packaging encapsulates the spirit of giving and celebration that defines this joyful time of year.

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“Our festive, seasonal packaging is designed to inspire bakers and decorators of all skill levels to embrace the magic of holiday baking while sharing the spirit of the season through their favourite recipes.”

The packaging design showcases the updated Wilton logo, a modern colour palette, and food imagery.

The Christmas line also introduces Wilton’s latest icing decorations, offering a fresh take on classic holiday motifs with designs such as Santa, gingerbread men, and penguins.

The Christmas Peppermint Crunch Sprinkles and Edible Peppermint Candy Spoons add a peppermint flavour to the mix while the Gingerbread Boy Sprinkle Mix also adds to the year’s festive offerings.

Wilton senior brand and product manager John Hollfelder said: “These new products reflect our continued commitment to bring joy and creativity to every baker’s kitchen.

“We aim to inspire new holiday traditions for baking beginners and provide the perfect opportunity for baking enthusiasts to share their passion for creating sweet moments with loved ones.”