Since debuting just a little over a year and a half ago, baking mix brand My Better Batch has enjoyed impressive growth. The expansion of the clean-label cookie mix maker has kept founder/CEO Lindsay Hancock busy. SF&WB recently connected with the “momtrepreneur” to learn more about how the company has grown and lessons learned along the way.

 Jenni Spinner: We connected several months ago, but could you please share the “elevator presentation” of My Better Batch’s origin story—how you came up with the concept, how you launched from your brain to prototype to retail, etc.?

Lindsay Hancock: My Better Batch was born out of necessity. I’ve always loved baking, but as a working mom, I rarely had time to do it from scratch—and my mom guilt didn’t allow me to settle for a shortcut that didn’t taste homemade. I knew there had to be a better way.

Then life shifted. Divorce and the pandemic forced me to pause and rethink everything—especially where and with whom I spent my time. I’d spent my career in food, starting in retail at The Fresh Market, then helping build Creative Snacks before it was acquired by KIND Snacks. On paper, it was a great career, but the truth was I was never in the places I wanted to be, with the people I wanted to be with—my boys. 

So, I made a choice. I left the safety of corporate life to start something of my own: a brand built around giving families more of those little moments together. I tested endlessly in my home kitchen, feeding cookies to anyone willing to try them, until the recipes were just right. From there, I partnered with a co-manufacturer, and after about a year of work, we launched our first four flavors of My Better Batch in April 2024—clean-ingredient cookie mixes that come together in minutes and truly taste better than homemade.

JS: Could you please share an overview of your line of better-for-you baking mixes and what makes them special?

LH: My Better Batch currently offers four core cookie mix flavors: Classic Sugar, Chocolate Chunk, Double Chocolate Chip, and Celebration. All of our mixes are Non-GMO Project Verified, made with clean ingredients you’d find in your own pantry, and certified Kosher.

What makes them special is that they’re designed to be better than homemade while still saving you time. Each mix comes together in three simple steps with just two added ingredients: butter and an egg, and only one bowl to clean up. I created these mixes to taste so good you could pass them off as your own secret recipe (or Grandma’s!) and no one would ever know the difference.

For me, it’s not just about convenience—it’s about recreating that nostalgic, homemade cookie experience in a way that actually fits into busy lives. 

JS: When we connected several months ago, you mentioned My Better Batch’s “incredible momentum,” which has proved to be a bit of a prophecy. Could you please talk about the growth you’ve experienced so far in 2025, including the milestones with sales, retail partners, and anything else you’d like to share?

LH: Our earliest growth came through e-commerce, both our own website and Amazon, and then expanded to Thrive Market.

Retail growth has had its challenges. First, no one wants to be the first to take a chance—everyone wants data. I often compare it to finding your first job: everyone wants experience, but no one is willing to give it to you. Second, there’s the hurdle of brand awareness. We’re seeing huge growth in social media followers and engagement, but we’re still working to tell consumers who we are and why we’re different.

The real turning point came this summer when we partnered with Target. Next came Lowes Foods with all four of our flavors. That’s when sales really began to ramp up. Since then, momentum has accelerated—we’re in the process of launching into The Fresh Market (a full-circle moment for me since that’s where I started my career), Earth Fare, Metropolitan Market, Haggen, and Market District. And we have a few huge new retail partners coming on board later this year and into early 2026. In addition, we are launching some exciting holiday innovation nationally!

It feels like it has taken a lifetime, even though it’s really only been a short time, but now we’re starting to see retail distribution open up, and that’s incredibly exciting.

JS: You’ve been working hard to build up the brand, going around the country and making moves—could you talk about some of the lessons you’ve learned, maybe things you’d do differently?

LH: One of the biggest lessons I’ve learned is patience—and keeping perspective. As an entrepreneur, you want everything to move fast, but building a brand takes time. There are definitely things I would do differently, but I try to look at those as lessons, not regrets.

 What I’ve also realized is that building a business like this is anything but glamorous. Just recently I had to dust off my forklift operating skills, yes, I was once certified, to unload a an entire truck that had been loaded sideways and couldn’t be done with a pallet jack. I managed to unload it without damaging a single case, myself, or the truck, and I count that as a huge win. That’s the reality right now: I’m not sitting comfortably behind a desk, and honestly, I hope it never becomes just that.

I’m visiting key markets, spending time with our co-manufacturer and carton suppliers, trying to understand the chocolate commodity market, innovating new flavors and products, meeting with customers, and even keeping up with social media trends (though I joke I might be too old for that part!). At the same time, I’m proud of the moments that remind me why I started My Better Batch. On a recent trip to Minneapolis for a local TV segment, I was able to bring my son along. Watching him take it all in—from the airport to the studio lights—reminded me that this journey isn’t just about cookies. It’s about showing my kids what hard work and perseverance look like and creating memories together along the way.

JS: Baking mixes that go beyond are having a moment, meaning BFY products, unique recipes, etc. Can you talk a bit about why such products are growing and resonating with consumers?

LH: I think products like ours are resonating right now because everyone is slammed—we’re all juggling so much and when you can find a shortcut that actually delivers, it feels like gold. That’s exactly why I designed My Better Batch mixes: they’re delicious on their own, but they also serve as a base to create all kinds of fun recipe ideas.

On our social media channels, we share inspiration and simple tweaks to help people realize they can do it—whether that’s turning our Classic Sugar into Pumpkin Snickerdoodles or making Chocolate Chunk Skillet Cookies. Sometimes consumers just need a little shortcut and a spark of inspiration to feel confident in the kitchen.

This aisle has been dominated by legacy brands for decades, and for too long consumers have had to settle. Today’s consumer expects better ingredients, better taste, and the versatility to create something that feels their own—and that’s exactly what we’re here to deliver.

JS: What’s next for your company?

LH: What’s next for My Better Batch is steady, thoughtful growth. Our priority right now is expanding our retail footprint so more consumers can easily find us on shelves. We’re launching with several new retail partners this year and into 2026, and continuing to build momentum in markets where we’re already seeing strong demand.

As for going beyond cookie mixes—who knows! We’re busy in the kitchen innovating, but we also want to make sure we stay focused.

My long-term goal is for My Better Batch to become a household name, the brand families trust when they want a shortcut that tastes homemade!

JS: Do you have a favorite among your current offerings?

LH: Choosing a favorite feels a little like choosing between my kids, I truly love them all. But if I had to pick, I’m partial to our Double Chocolate Chip Cookie Mix. From the moment we finalized that recipe, it’s been my go-to. They’re rich, decadent, and a true chocolate-lover’s dream come true. That said, I love that each mix has its own personality, whether it’s the nostalgia of Classic Sugar, the indulgence of Chocolate Chunk, or the fun, sprinkle-filled Celebration cookies.

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