Jenni Spinner: Could you please tell us a little bit about yourself, including your career path, and how you got from the beginning, to KIND Snacks, to right before My Better Batch was born.

Lindsay Hancock: I never set out to work in CPG—in fact, my career path has been anything but linear. Fresh out of college, I was determined to break into sports management, but like so many recent grads, I kept running into the ‘experience required’ roadblock. That’s when a friend mentioned an opening in marketing at The Fresh Market. I had zero experience in the field, but they took a chance on me, and that unexpected opportunity in 2004 introduced me to the food industry. I’ve never looked back.

From there, my journey took another unexpected turn when my colleague and mentor, Marius Andersen, left to start his own company in 2009. I had a choice: stay in a stable role or take a leap into the unknown. I took the leap, becoming the first employee at Creative Snacks Co.—before we had an office, a product, or even a single customer. We launched in the middle of a recession, which meant we had to hustle harder than ever. Over the next 10 years, we built something incredible, leading to our acquisition by KIND Snacks in 2019.

Along the way, I wore just about every hat—marketing, sales, food safety, and even forklift driving (a skill my kids find way cooler than my business background). Those experiences shaped how I think about building a brand and ultimately led me to launch My Better Batch. I saw a gap in the market for premium, better-than-homemade cookie mixes—ones that make baking easy, fun, and delicious without the mess, stress, or mom guilt.

Through it all, my proudest role has been being a mom to Owen (17) and Jaxon (13). When I’m not baking cookies, wrapping pallets, pitching My Better Batch to retailers, or filming social media content, I’m on the sidelines as their biggest cheerleader—trying (not so gracefully) to balance work and family life.

It’s been a winding road to get here, but every twist and turn prepared me for this moment. And I wouldn’t change a thing.

JS: Please talk about how My Better Batch’s start and early days—what need did you see in the food world, and how did you get from that idea, to launching the company?

LH: My Better Batch started with a simple but persistent question: Why isn’t there a premium cookie mix that delivers homemade taste without the hassle?

As a busy, working mom, I love baking—but I don’t always have the time (or energy) for from-scratch recipes. I wanted a shortcut that didn’t feel like a shortcut—something that tasted homemade, without the artificial ingredients or the guilt. But when I looked at what was on the market, I saw a gap. Most options were either hyper-focused on specific diets (like gluten-free or keto) or packed with preservatives, artificial flavors, and ingredients I couldn’t pronounce.

That’s when the idea for My Better Batch was born: a baking mix that offers premium, real ingredients and a homemade taste—without the time commitment.

The journey from idea to launch was a whirlwind. I spent months perfecting the recipes, making sure they were easy and delicious. Finding the right co-manufacturer was a challenge, but it was crucial to maintaining the quality I envisioned. Then came designing our packaging—making sure it not only stood out on the shelf but also made baking feel fun and approachable.

In April 2024, we officially launched My Better Batch, and seeing people embrace our mixes has been incredibly rewarding. We’re still in the early days, but the excitement and momentum have been amazing. This is just the beginning, and I can’t wait to see where this journey takes us!

JS: What’s different about what My Better Batch offers, compared to other cookie mixes?

LH: My Better Batch isn’t just another cookie mix—we’re redefining what home baking can be. We offer a premium baking experience with real, high-quality ingredients, all in a mix that’s quick, easy, and guilt-free.

As a women-owned business, we get the hustle of daily life. That’s why we created a mix that delivers homemade-quality cookies in minutes—without artificial flavors, preservatives, or GMOs. Convenience shouldn’t mean compromise.

With flavors like Classic Sugar, Double Chocolate Chip, and Brown Butter Chocolate Chip, our mixes are designed to bring indulgent, homemade taste to any kitchen. Whether you’re baking them as-is or adding your own creative twist, My Better Batch makes it easy to enjoy fresh-baked cookies whenever the craving hits.

What truly sets us apart is our vibrant, standout packaging and built-in baking support. Each box features a QR code linking to step-by-step video tutorials, helping anyone—no matter their skill level—bake with confidence.

At My Better Batch, we believe in guilt-free shortcuts that don’t sacrifice the homemade taste people love. Our mission? Helping you create moments of joy, one cookie at a time.

JS: Please talk about some of the current consumer trends that MBB plays into.

LH: As we developed My Better Batch, we closely studied consumer trends and found that today’s shoppers want more than just convenience—they want quality, ease, and an experience that feels special. Our approach is built on four key insights:

• Better Ingredients, Better Cookies: Many baking mixes are either ultra-processed or focused on restrictive diets (gluten-free, keto), leaving little middle ground for those who want high-quality, clean ingredients without sacrificing taste. We deliver premium ingredients for cookies that taste homemade—without the junk. And, all of our mixes are made with ingredients you’d find in your own kitchen pantry (or, your grandma’s!)
• Homemade Taste, No Hassle: People love fresh-baked cookies but don’t always have the time (or patience) for scratch baking. Our 3-2-1 method (3 steps, 2 added ingredients, 1 bowl) makes baking foolproof—giving customers a shortcut without the guilt.
• An Elevated Baking Experience: This isn’t just another cookie mix. Our recipe creates indulgent cookies that rival (or beat!) homemade, offering rich textures and flavors that make every batch feel special.
• Packaging That Pops & Disrupts: The baking aisle is filled with legacy brands whose colors and designs are instantly recognizable. While they rely on familiarity, we stand out with vibrant, modern packaging that grabs attention. Plus, our QR code links to step-by-step baking videos, helping customers bake with confidence.

JS: Congrats on getting into Sprouts’ Innovation Set! Could you please share a bit for folks outside their range and reach, what Sprouts is, what the Sprouts Innovation Set entails, and what it means to My Better Batch.

LH: Sprouts Farmers Market is a leading natural grocery store known for its strict ingredient standards and focus on better-for-you products. Their Innovation Set features emerging brands that align with these values, and we were thrilled to be included from December through February. It was a huge validation of our commitment to clean ingredients and premium quality.

While our time in the Innovation Set has ended, we’re actively working to earn a permanent spot on Sprouts’ shelves—along with expanding into more grocery stores nationwide. We’re grateful for the opportunity to introduce Sprouts shoppers to My Better Batch and excited for what’s ahead!

JS: Do you have a favorite flavor?

LH: That’s like asking me to pick a favorite child! And while the official record should reflect that I absolutely do not have a favorite child... I am a sucker for chocolate. Our Double Chocolate Chip is my go-to. I love baking them as-is, but when I’m feeling extra indulgent, I mix in crushed chocolate sandwich cookies and a touch of mint extract to make the most amazing mint chocolate cookie. It’s next-level delicious!

JS: What’s next for My Better Batch? Are there any upcoming distribution deals in the works that you can share with us? Anything you can tell me would be great.

LH: My Better Batch has some incredible momentum this year! Right now, our products are available on Amazon, through our website, and in select independent retailers across North and South Carolina. We’re also focused on fast-tracking My Better Batch into more retailers to make our cookie mix even easier to find and enjoy. Plus, we have a few national retailers coming on board later this year that we can’t wait to share more about—so stay tuned!

Related: My Better Batch debuts non-GMO cookie mixes