How a busy mom's cookie craving launched a thriving business
Lindsay Hancock said she's always had a passion for baking and a craving for a *good* cookie.
"It's the softness on the inside. It's a nice crisp exterior. It's a-- it's the depth of the flavor," she said.
But as a busy working mom of two boys, she hasn鈥檛 always had the time.
"Before COVID-19, I was on 120 flights a year, and I never felt like I was in the places I need to be for my kids. When they would have activities at school, I would go over the top with baked good creations," she said.
Working in the food industry for the past 20 years at popular food companies like "Kind Snacks," she鈥檚 had her hands full.
"I oftentimes thought if I could go to the store and pick something up and bake it and take a shortcut and pass it off as my own homemade recipe, I would love to be able to do that," she said.
But from taste to texture, she said nothing from the store could beat her hankering for a homemade treat.
So she decided to bake up her own brand, launching "My Better Batch" in April of 2024.
"When you make a cookie from scratch, you are creaming together the butter and sugar. But when you are using a mix, you have to dump all of those dry ingredients into the bowl. You just can鈥檛 get that same texture. So we worked really hard to formulate these, so they really gave off a homemade vibe, taste and texture," she said.
It鈥檚 been almost a year since she launched, and Hancock said along this entrepreneurship journey, she has learned a lot about starting over from scratch.
"You don鈥檛 have to have it all figured out. If I were to wait until I had it all figured out to get started, I would have still been ideating and figuring out what I wanted to do. Trust your gut," she said.
Over the past year, the CEO said she鈥檚 been proud of how much progress they've made from finding manufacturers to getting into retailers like Amazon.
She said they just partnered with Thrive Market and they are working on a collaboration with Target for the holidays.