The Road from Sports Medicine to Cookie Mix Founder and CEO

No matter what stage of life you’re in, there never seems to be enough time to get work done, keep up communication with friends and family, live a healthy lifestyle, and incorporate some form of self-care into our daily lives. Something always ends up falling by the wayside. Lindsay Hancock, a busy working mom, was fed up. She loved baking, but like many of us, just never had enough time. One day, she decided to turn her scratch recipes into premium baking mixes. And a business was born! Hancock spoke with Beyondish about her love of baking, why she doesn’t necessarily believe in balance, and the excitement behind her limited-edition seasonal-flavors launch.

 What inspired you to start My Better Batch? 

My Better Batch was born out of a real frustration and a real craving. As a busy mom and someone who truly loves to bake, I was always looking for ways to get fresh, homemade-quality cookies on the table without the mess or time commitment of starting from scratch. But every shortcut I tried left me disappointed—cookie mixes filled with artificial ingredients, long ingredient statements, and results that tasted exactly like you’d expect–like they came from a box. I wanted better. I believed there had to be a way to make baking simpler without sacrificing taste or ingredients. So I got to work creating cookie mixes that felt like something you’d actually be proud to serve: clean, non-GMO ingredients, flavors that felt fun and nostalgic, and results that genuinely tasted better than homemade.

You have a Bachelor of Science in exercise and sports medicine from the University of North Carolina at Greensboro and held a KIND snacks executive position. How have your past positions influenced your launch of  My Better Batch? 

I didn’t exactly take the traditional route to becoming a founder. An unexpected opportunity at The Fresh Market corporate office pulled me off the path I thought I was on and started me down a new one. It was an incredible hands-on experience, especially as we opened 60 stores during my time there. I quickly found myself drawn to the food industry and the energy of bringing great products to life on the shelf. From there, I took a big risk and joined Creative Snacks as the first employee. It was a true startup and I was involved in just about everything—sales, operations, food safety, finance. I was even certified to drive a forklift at one point! That kind of full-scope exposure taught me how the entire business runs and gave me the foundation to build something from scratch. When Creative Snacks was acquired by KIND, I had the opportunity to continue with the business post-acquisition. That gave me a whole new perspective on scaling with purpose, on brand building, and on what it takes to integrate into a larger company.

Okay, so now you have your own business. How did you come up with your first cookie mix flavors? 

Before landing on our first four, I did a lot of homework. I spent time really studying the baking aisle—looking at what was already out there, what was missing, and what customers were actually reaching for. I read reviews, watched shopper behavior, and looked at both mainstream trends and nostalgic favorites. From there, I paired those insights with the cookies I personally love to bake and share—flavors that always disappear fast from a cookie tray and get people asking for the recipe. That’s how we landed on our lineup: a classic Chocolate Chunk, a rich Double Chocolate Chip, a buttery Classic Sugar, and a colorful Celebration Mix. It’s a lineup built from both data and love.

What was it like starting over from scratch? 

It was equal parts thrilling and terrifying. On one hand, there’s total freedom. You get to build something exactly the way you think it should be done. But there’s also no safety net: every decision, every detail, every dollar matters. After working at larger companies with systems, teams, and infrastructure in place, I’ve had to relearn how to do everything myself, this time with no playbook. From sourcing ingredients to designing packaging to navigating logistics, I’m involved in every step.

How’d you push through those emotions?

It’s humbling, it’s messy, and it forces you to get comfortable being uncomfortable. There are days when it feels like an uphill climb. But building something you believe in that’s rooted in your values and your gut instinct makes it all feel worth it. I know there’s a real opportunity to shake up the baking aisle and create something that truly connects with people. That’s what keeps me going.

You’ve talked about “mom guilt.” How do you balance being a busy mom and a Founder and CEO?

Honestly? Not very gracefully. I’m still figuring it out, and I’ve learned (sometimes the hard way) to give myself grace along the way. Right now sleep feels optional because there’s always something to be done. I get asked about “balance” a lot and the truth is I don’t really believe in it—not in the traditional sense. I’ve found that one part of life is almost always pulling a little harder. Sometimes it’s my family. Other times, it’s my business. And no matter which one is getting more of me, I usually feel like I’m not doing enough for the other.

So how do you find the time for both?

What I have done is make an intentional choice to show up where it matters most. Building My Better Batch has given me the flexibility to be present for my kids in a way I couldn’t before. I still feel the tug-of-war some days, but I’ve stopped chasing balance and started focusing on presence. For me, success looks less like a perfectly divided pie chart and more like knowing I’m putting my time and energy where it counts.

Congrats on your limited-edition seasonal flavors! What are the flavors and why did you choose them? 

Our two limited-edition seasonal flavors, Holiday Cheer and Chocolate Peppermint, will be available nationwide exclusively at Target stores in the seasonal section from November 2nd through the end of December, or until they sell out (hopefully fast!). Chocolate Peppermint is honestly one of my favorite flavors. It’s the perfect balance of rich chocolate and cool peppermint, not too much of either. I chose these holiday flavors because this season is all about tradition, nostalgia, and fun. Holiday Cheer takes our classic Chocolate Chunk Cookie Mix and makes it instantly festive with naturally colored red and green sprinkles. It’s colorful, playful, and perfect for bringing a little holiday magic into the kitchen. And Chocolate Peppermint? That one was a must-have. There’s just something about rich cocoa paired with refreshing peppermint that screams holiday season.

Photo: My Better Batch

You talk a lot about family. This launch seems fitting as we head into the holiday season. What’s a favorite holiday memory that you have with your family? 

I’ve always worked hard to make the holidays feel special for my boys, when they were little and even now at 18 and 13. For us it’s always been about creating memories with special events, favorite foods and desserts, and thoughtful gifts. One tradition that really stands out is our “hold back” gift. We save one special present to open at the very end of Christmas Day. It’s usually something meaningful or sentimental and it gives us all something to look forward to. A big thank you to my mom and dad for starting that tradition when I was young. It’s something I’ve been grateful to carry on with my own kids.

Photo: My Better Batch

As My Better Batch continues to scale and land on the shelves of national retailers, what emotions are you going through seeing your dreams become a reality? 

It honestly feels surreal. Walking into a store and seeing My Better Batch sitting on the shelf, right next to the legacy brands that have owned that space for as long as I can remember, is one of those real pinch-me moments. At the same time, it’s also this gentle reminder that we’re only just getting started. There’s so much more I want to build.

How about your kids? Have they been involved throughout this process?

What makes it even more meaningful is having [them] alongside me for the ride. From late-night test bakes in the kitchen to tagging along on store visits, they’ve been able to see the highs, the hard work, and everything in between. Including them in this journey has been the most special part for me.

I love that you publish elaborate cookie recipes, showcase the mixes in other dessert recipes and have a YouTube channel. Would you consider launching a cookbook one day? 

Thank you so much, that seriously means a lot! I love using our social media to share ideas and hopefully spark a little sweet inspiration, even for people who don’t consider themselves expert bakers (myself included!). I’ve honestly never thought about putting together a cookbook before, but the idea kind of makes me smile. Who knows—maybe one day!

Where can our readers buy your core My Better Batch flavors?

On our website and on Amazon. And we’re also thrilled to be available on Thrive Market. In stores, My Better Batch is now on the shelves at Target, Costco, Lowes Foods, The Fresh Market, Earth Fare, and Metropolitan Market, with even more retail partners coming on board later this year and into next. To stay in the loop, your readers can follow us on social media @mybetterbatch or sign up for our newsletter—we always share the latest launch news and store updates there!