We were lucky to catch up with Lindsay Hancock recently and have shared our conversation below.

Lindsay , thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

One thing that sets My Better Batch apart from the industry standard is the focus on making baking feel both high-quality and effortless, without sacrificing taste or ingredients. We focus on 4-key brand pillars:

1. “Better Than Homemade Quality” – My Better Batch blends the convenience of pre-made mixes with ingredients and recipes that deliver a result people often associate with homemade cookies, aiming for a taste and texture that’s familiar but elevated.

2. Simplified Baking Process – My Better Batch mixes use just two additional ingredients (butter and egg), keeping prep and cleanup minimal. This three-step approach (just “3-2-1” – 3 steps, 2 added ingredients, and 1 bowl to clean up) is designed to minimize mess and maximize time, a key selling point that appeals to busy people looking for quick, high-quality results.

3. Versatility – My Better Batch offers endless possibilities with each mix. From seasonal twists like fall-inspired Pumpkin S’mores Cookies to Labor Day Patriotic Cookies, our mixes encourage creativity and experimentation. This flexibility allows customers to explore new flavors while relying on the familiar, delicious base they love. It’s a fresh, fun alternative to the typical one-recipe approach of most cookie mix brands. With My Better Batch, baking becomes an adventure, with each mix offering a new way to enjoy homemade-tasting cookies.

4. Ingredient Transparency and Non-GMO – At My Better Batch, we’re committed to using non-GMO ingredients and being fully transparent about what goes into our mixes. As more people seek quality they can trust, our straightforward ingredient list stands out, setting us apart from many other cookie mixes on the market. We believe in giving customers the confidence to enjoy our cookies, knowing exactly what they’re made of.

We recently had a memorable experience with a national retail buyer that perfectly captured just how easy My Better Batch mixes are to use. She shared a story about her boyfriend, who had gotten into her samples and, to her surprise, baked a batch himself! She jokingly told him never to take her samples again, but it was a fun reminder that our mixes are truly for anyone—whether you’re an experienced baker or just looking for a simple way to fulfill your cookie cravings. It’s stories like these that show the versatility of My Better Batch; anyone can create a homemade-tasting cookie with ease, and every bite delivers that premium, fresh-from-the-oven flavor.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve been in the CPG (consumer product goods) industry for the last 20 years starting in 2004 at The Fresh Market, a specialty retailer based in Greensboro, North Carolina. Then, in 2009, I made a leap into the start-up world, joining Creative Snacks Co. as the first employee. There was no office, no products, and no customers, but I believed in the vision. We grew the company over the years and eventually sold it to KIND Snacks in 2019. Through that journey, I learned so much about the ins and outs of business—from operations to sales—and it’s all been incredibly valuable in starting My Better Batch.

What I’m most proud of is the fact that My Better Batch is a product that came from my own personal experience at a time in my life that was arguably the most difficult.

As a busy mom, I love baking from scratch but didn’t always have the time. I wanted to create a cookie mix that gives others the taste and quality of homemade cookies, but without the hassle. That’s why we offer cookie mixes that are not only high-quality and non-GMO, but also versatile and easy to use. I’m proud of how we’ve been able to make baking fun and accessible for everyone.

I want the world to know that My Better Batch cookie mixes are designed to save you time without compromising on taste or quality. We make it easy to bake delicious cookies that taste better than homemade, and we give you the flexibility to get creative with new flavors with recipe ideas on the back of each box. I’m also really proud of our transparency in ingredients—our mixes are made with non-GMO ingredients, and we’ve worked hard to make sure they’re something you can feel good about eating and sharing with others.

We’re all about creating a fun, easy, and rewarding baking experience for everyone, whether you’re an experienced baker or someone looking to enjoy a quick, delicious treat.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

When I started My Better Batch, I brought with me valuable manufacturing experience from my time at Creative Snacks, where I was deeply involved in the production side of the business. That experience gave me the foundation in operations, quality control, and understanding what it takes to create a product that people love.

However, when it came to My Better Batch, I decided not to handle manufacturing ourselves. Instead, we sought out a co-manufacturer. Finding the right partner wasn’t an overnight process—it took a lot of research, conversations, and careful decision-making. After all, we weren’t just looking for any manufacturer—we needed one that was relatively nimble and flexible as we got started, someone who had the ability to grow with us and a co-manufacturing partner that shared our commitment to quality.

Looking back, the biggest lesson I learned was to take your time in choosing a co-manufacturer. It’s easy to rush into the relationship, but you really need a partner who understands your product, aligns with your vision, and has the flexibility to adapt as your business evolves. It’s not just about making cookie mixes—it’s about building a long-term partnership that works for both sides. That careful approach has made all the difference for us at My Better Batch.

How’d you build such a strong reputation within your market?

Although My Better Batch is still new to the market, we’re building a reputation by offering a product that truly stands out on grocery store shelves. Our cookie mixes were designed around the idea of providing a differentiated option—something premium, homemade-tasting, easy to make, and just plain fun. While there are plenty of legacy brands out there, we wanted to fill the gap with a cookie mix that combines quality with fun, accessibility, and vibrant packaging that catches the eye.

We want to provide a truly differentiated product on the grocery store shelf – a product that not only tastes great but makes the baking experience enjoyable and approachable for everyone. Whether it’s your first time baking or your hundredth, our mixes offer a shortcut to feeling like an experienced baker. And the best part? When customers tell us they passed off our cookies as their own homemade recipe (or Grandma’s recipe!), it’s the ultimate compliment and a true reflection of the quality and experience we strive to deliver.

Contact Info:

• Website: https://mybetterbatch.com/
• Instagram: https://www.instagram.com/mybetterbatch/
• Facebook: https://www.facebook.com/people/My-Better-Batch/100090685737826/
• Youtube: https://www.youtube.com/@mybetterbatch
• Other: https://www.pinterest.com/mybetterbatch/

  https://www.tiktok.com/@mybetterbatch

Image Credits

My Better Batch