Angela and Annette Del Biaggio, aka The Frosting Queens, launched their all-natural icing just three years ago, and now it’s selling at more than 350 stores in 30 states.
“We owned a commercial kitchen ourselves in Carmichael for about a year,” Annette Del Biaggio told me, “and we made all our own frosting and then we got some really good advice that if you’re going to grow your business, you need to spend time marketing it and selling it and leave the making of it to someone that you trust.”
They sold their commercial kitchen and hired a company in Southern California to produce the frosting, using their recipes. Their monthly sales vary from 6,000 to 12,000 pouches, depending on the season. They sell for around $6 at grocers such as Whole Foods, Schnuck’s, Hy-Vee and Wegman’s.
Right now, the Frosting Queens are funneling every dollar they earn back into expanding their business, so neither Del Biaggio has quit her day job. Annette is a kindergarten teacher who lives in Sacramento; Angela, an insurance fraud investigator and Folsom resident.
The two sisters, both in their mid-40s, said they always knew they wanted to found a specialty food business, and they visited food shows in San Francisco for years before the right idea came to them.
“While we were there, this little booth had mini-cupcakes she was actually selling,” Angela Del Biaggio said.
“We each had one to taste, and … we were like, ‘The frosting’s OK.’ … I think it was like a day or two later that I called Annette and I said, ‘You know what? I know what we should do.’ ”