What if your go-to store-bought frosting actually tasted like it came from a bakery? That’s the idea behind FROST Buttercream, the joyful, flavor-packed brand founded by Liv Truesdell. After years working in investment banking, Liv turned to her lifelong love of baking as a creative outlet—and quickly realized there was a gap in the market. Frosting always felt like an extra step in the process, and nothing on the shelves matched the homemade taste and quality she was after.
Determined to create a better solution, Liv enrolled in the Specialty Food Association’s Maker Prep program and got to work refining her recipe, sourcing real ingredients, and building a brand that celebrates the simple joy of baking. Just one year later, FROST is available in stores, delighting customers with its bakery-quality texture, clean label, and ready-to-use convenience.
We caught up with Liv to hear how she turned her vision into a growing business, what she’s learned along the way, and why FROST is just getting started.
Tell us a little bit about your journey—what inspired you to start FROST Buttercream, and how did you bring your vision to life?
I started out in investment banking, and baking was always my creative outlet. I come from a long line of home bakers and grew up baking with my mom. When it came time to make the frosting, it always felt like an extra step—and there was no product on the market that gave me the gourmet shortcut I was looking for. The frosting category felt like a natural opportunity for innovation.
What were some of the biggest challenges you faced as you began to grow your brand, and how did you overcome them?
One year ago, when I first signed up for Maker Prep, FROST Buttercream was still in product development and testing with Cornell. Fast forward to today—we’re in about 10 stores with a brand and product we’re incredibly proud of. It’s been an exciting, rewarding journey. Every day has brought its own unique challenge, but also a chance to learn and grow. From designing our logo and label, to sourcing high-quality ingredients, to finding the right packaging and manufacturing space—each step has pushed us to be creative, resourceful, and more confident in our vision.
What’s made it all so worthwhile is seeing our idea come to life and hearing from customers who love using FROST Buttercream in their own kitchens. Even the tough moments have been fuel for progress. We’ve built a brand that reflects our values and our passion for real, joyful baking. It’s been a whirlwind year, but one filled with purpose and possibility.
How did participating in the Maker Prep program impact your business? Are there specific lessons, connections, or moments that stand out?
This time last year, I was working with Cornell on product development when I heard about the Maker Prep program. I decided to sign up and walk the Fancy Food Show—which was so inspiring. I met so many founders pursuing different categories and dreams.
The course fast-tracked us to where we are today, providing tools to finalize our product, manufacture, and ultimately sell in 10 stores. Most of all, it gave us a community of like-minded founders, access to experienced professionals, and a mentor who’s always available and eager for us to succeed.
The Winter Fancy Food Show was the icing on the cake—we met so many people and got invaluable feedback, helping us fully launch into this next chapter.
As an entrepreneur, what advice would you give to other emerging makers who are just starting out in the specialty food world?
First, connect with others in the space. Starting a business can feel overwhelming, but you don’t have to figure it all out alone. Some of our biggest breakthroughs—whether finding packaging suppliers, refining our product, or navigating retail—came from conversations with other founders. Community is everything. Don’t be afraid to reach out, ask questions, and share your journey.
Second, stay grounded in your “why.” Like any business, building FROST Buttercream has had highs and lows. Coming back to our mission—to bring a touch of sweetness, spread joy, and remind people that life is worth celebrating—has kept us moving forward.
FROST Buttercream stands out for its fun, joyful vibe. What do you think sets your brand apart?
We designed FROST Buttercream to remind people that life’s worth celebrating. We set out to create a frosting that’s truly worthy of new memories—made with real butter, egg whites, and no artificial dyes or preservatives. It’s an all-natural, bakery-quality frosting ready to use straight from your fridge—so you can spend less time prepping and more time celebrating.
We felt most store-bought frostings didn’t come close to the texture or flavor of homemade, and we saw an opportunity to change that. FROST brings the ease of store-bought with the integrity of homemade, making it easier to celebrate sweet moments without compromise.
What’s next for FROST Buttercream? Anything exciting on the horizon?
We’re really excited about what’s ahead! First up: more flavors. We’ve been listening to customers and can’t wait to introduce new varieties that bring even more creativity (and deliciousness) to home baking. We’re also exploring fun extensions of the brand—new formats, creative collaborations, and tools that make decorating at home even more fun. At the heart of it all, we’re focused on helping people create sweet moments with less stress and more style. We’re just getting started!
Learn more about FROST Buttercream and follow their journey on Instagram. Want to take your own idea from vision to shelf? Discover how Maker Prep Course can support your next step.
One Year Into Business, FROST Buttercream is Bringing Joy to the Baking Aisle
