Every parent knows the balancing act—trying to be the best for their child while juggling work, personal ambitions, household responsibilities, and everything in between. Whether in an office, running your own business, or managing the chaos of stay-at-home parenting, the pressure to do it all can be overwhelming.

This very struggle is what inspired Lindsay Hancock to create My Better Batch—a premium, better-for-you cookie mix brand that makes homemade-style baking effortless, without sacrificing quality or taste.

The baking mix aisle has remained largely unchanged for years—dominated by over-processed options filled with artificial ingredients, leaving little room for true innovation. Most recent advancements in the category have focused on allergen-friendly or diet-specific products, such as gluten-free, vegan, or keto mixes. While these options serve an important purpose, My Better Batch was created for everyone looking for a simple, convenient baking solution that doesn’t compromise on taste – because better than homemade cookies should be the standard, not the exception.

Founded by Lindsay Hancock, a former executive at KIND Snacks, My Better Batch is a premium, better-for-you cookie mix brand delivering a “better than homemade” taste with the convenience of a boxed mix. It’s the kind of innovation the baking mix category has been missing—one that actually puts quality first, using premium, non-GMO ingredients to create a gourmet baking experience at home.

With just butter and an egg, anyone can whip up bakery-quality cookies in under 15 minutes. The four signature flavors—Double Chocolate Chip, Chocolate Chunk, Celebration, and Classic Sugar Cookie—are designed to taste homemade, without the hassle of measuring a dozen ingredients from scratch. My Better Batch was also created to be versatile—novice bakers can simply follow the instructions and proudly share their creations, passing them off as homemade. Meanwhile, more experienced bakers can use them as a base for gourmet recipes when they want to bake but don’t have time to start from scratch. It’s a guilt-free shortcut that delivers incredible results – because let’s face it, we’re all short on time, but that doesn’t mean we should compromise on taste or the quality of the ingredients.

Lindsay isn’t new to building brands that disrupt tired categories. As the first employee at Creative Snacks Company, she helped scale the business from $0 to over $55 million in revenue, leading it all the way to an acquisition by KIND Snacks in 2019. After the sale, she continued as an executive at KIND, where she played a key role in sales, strategy, and brand growth. It’s safe to say she knows how to launch, scale, and position a brand for success.

Lindsay has taken everything she learned from building and scaling brands at KIND Snacks and Creative Snacks and applied it to My Better Batch. The result? A game-changing, premium, better-for-you cookie mix that’s redefining what it means to bake from a box. The baking aisle will never be the same!

“My experience in the food industry taught me how to pitch, carve out space in competitive markets, and build strong relationships with retailers. It also showed me the long and slow process of growth, helping me figure out not just how to navigate it, but also what I didn’t want to do. When I started My Better Batch, I knew exactly what I wanted to create—and how I wanted to approach the journey ahead.”

Since its launch in April 2024, the brand has already gained significant traction, landing in notable retailers like Sprouts Farmers Market and Amazon, proving a real demand for high-quality baking mixes. While most boxed cookie mixes cut corners with fillers, preservatives, and artificial flavors, My Better Batch uses premium, non-GMO ingredients that enhance the at-home baking experience.

“Being featured in Sprouts’ Innovation Set is an incredible milestone and opportunity for My Better Batch,” says Hancock. “Sprouts is known for introducing customers to emerging better-for-you brands that quickly become the best new products on the market. We’re thrilled that Sprouts shoppers can finally wave goodbye to the cookie mixes of their childhood in exchange for more premium, gourmet cookies that truly taste scratch-made—no one will ever know that your famous homemade cookies actually came from a box!”

Hancock’s vast industry experience gave her an edge when launching My Better Batch. She knew exactly how to position the brand, how to pitch retailers, and what it would take to get into major stores like Sprouts Farmers Market.