My Better Batch expands to Thrive Market

The mix's treats are ready in 15 minutes and only require butter and an egg.

My Better Batch, the cookie mix brand, announced its newest retail expansion into Thrive Market, the online retailer.

Founded in April 2024, My Better Batch has reportedly gained momentum among households looking for a better baking solution. With this Thrive Market partnership, the brand aims to continue its rapid national growth while reaching even more shoppers looking for clean-label, time-saving options.

According to a recent study by Global Growth Insights, 52% of U.S. households use baking mixes at least twice a month, and there is a growing trend towards premiumization that’s fueling a demand for high-quality, better-for-you baking mixes. Lindsay Hancock, the brand's founder, who grew up baking from scratch with her mom and grandmother, founded My Better Batch after noticing the substantial taste gap between a scratch-made cookie and a conventional baking mix.

"I’ve always loved baking, but as a working mom on 120 flights a year, I was desperate for a shortcut that still tasted like I baked it myself," explained Hancock. "Unfortunately, clean options on-shelves often lacked flavor, and the flavorful ones didn’t meet my ingredient standards. Busy individuals—especially parents—deserve a better-for-you shortcut that gives them back their time and still enables them to show up and impress with melt-in-your-mouth cookies that taste like the homemade ones from their childhood."

My Better Batch offers non-GMO, clean-label mixes made with premium ingredients that bake in just 15 minutes with the addition of only butter and an egg.

“Thrive Market is the perfect partner for us,” says Hancock, a former Kind Snacks executive and single mom of two. “Their online platform makes it incredibly easy for time-strapped parents—like me—to find products that align with their nutritional values and get them delivered straight to their door. Our mixes deliver bakery-quality results, but without the cost or chaos.”

With this launch, My Better Batch is now available nationwide via Thrive Market, Amazon, and its own website for an SRP of $7.49 per box. Flavors currently include Double Chocolate Chip, Chocolate Chunk, Celebration, and Classic Sugar. The brand also has plans to expand into major brick-and-mortar retailers in 2025. To learn more or order online, visit mybetterbatch.com.