From Corporate Leader to Cookie Queen: Lindsay Hancock’s Recipe for Working Mom Success

Amid the competitive chaos of food startups and established giants, few stories resonate with the authentic challenges of modern motherhood quite like Lindsay Hancock’s journey from KIND Snacks executive to founder of My Better Batch.

As a single mom who often missed her children’s school events due to career demands, Lindsay transformed her personal dilemma into a business opportunity—creating premium cookie mixes that allow busy parents to bake homemade-quality treats in just three simple steps. Her brand doesn’t just sell cookie mix; it sells precious time back to parents who want to express love through baking without sacrificing quality ingredients or taste.

Before launching My Better Batch, Lindsay honed her business expertise by building, scaling, and selling several successful food and beverage brands. But it was her own experience searching grocery store aisles for clean-label baking mixes—and coming up empty-handed—that sparked her entrepreneurial vision. The result is what she affectionately calls the ultimate “mom dupe”: a product crafted with non-GMO ingredients. These premium ingredients deliver the same delicious results as scratch baking without the time investment.

We had the honor of chatting with Lindsay, who shared her inspiring journey in the competitive food industry. She opens up about the unique challenges women entrepreneurs face, how single motherhood shaped her business approach, and the growing consumer demand for clean-label baking products. Lindsay also offers practical wisdom for parents attempting to balance family responsibilities with entrepreneurial ambitions—proving that with the right idea and unwavering determination, it’s possible to build a successful business that aligns with your deepest values and family needs.

Check out our interview with Lindsay below.

Lindsay Hancock: Turning Mom Moments Missed Into a Mission That Matters

What inspired you to transition from being an executive at KIND Snacks to launching your own food brand, My Better Batch?

Lindsay Hancock: Necessity, challenge, and a leap of faith. I spent years growing food brands, from helping launch Creative Snacks as the first employee to leading sales at KIND Snacks after its acquisition.

But when it came to baking at home for my boys, I realized there wasn’t a shortcut on the shelf that delivered the taste, texture, and quality I wanted—so I decided to create one. At the time, I was going through one of the most difficult seasons of my life.

There’s nothing quite like being a newly single mom, walking away from a secure, thriving career, and starting over. But I took the risk—not just to build a brand, but to show my boys that you can face challenges head-on and come out stronger on the other side!

My Better Batch is more than a cookie mix—it’s proof that you don’t have to choose between convenience and quality. You can have both.

How has your experience as a single mom influenced your approach to building a business and creating products that serve other busy parents?

Lindsay Hancock: Before COVID, I was on 120 flights a year, juggling work and motherhood. School events? Well, I signed up for paper towels and napkins whenever I could (can’t believe I’m admitting that). But when I did have to bake, I went over the top—because no shortcut truly tasted homemade. If I cut corners, people would know.

Mom guilt is real. I created My Better Batch for busy parents like me—who want to show up, make something special, and take a shortcut without the guilt. As a single mom, I’ve learned to be resourceful, embrace the chaos, and make life a little sweeter—and that’s exactly what this brand is all about.

Can you share a moment when you felt the most challenged balancing motherhood and entrepreneurship – and how you navigated through it?

Lindsay Hancock: Honestly? Right now is the most challenging time. Getting My Better Batch off the ground has been an incredible experience, but launching a brand from scratch—getting it in front of the right audience—is unbelievably hard. I know we have a great product, but breaking through is terrifying. Being a working mom is tough—there’s always a trade-off.

One part of life always feels like it’s getting the short end of the stick. But now that my kids are teenagers, this business has given me something I never had before: flexibility. I can be where I want to be, when I want to be there—something I didn’t have when I was on 120 flights a year.

I try to stay positive, keep pushing forward, and embrace the chaos—but the truth is, it’s hard. And that’s okay. The only way through is to keep going.

Walk me through the process of developing My Better Batch – from identifying the market need to creating your first product.

Lindsay Hancock: I developed My Better Batch out of necessity—I simply couldn’t find what I needed on the shelf. I wanted a baking mix that delivered a homemade taste without the hassle, but everything available was either cheap and low quality or focused on diet-specific attributes like keto, paleo, or low sugar. There was no true premium option, so that’s the space I set out to carve.

The recipes started in my own kitchen, but scaling was a whole new challenge. I spent countless hours baking the competition’s mixes, studying their ingredients, claims, and formulations to define My Better Batch’s point of differentiation.

Then came the next hurdle: commercializing it—figuring out manufacturing, packaging, and how to bring the product to life at scale.

It’s been a process of constant learning, problem-solving, and pushing forward, but at the end of the day, I knew one thing: if I needed this product, other people did too.

What were some of the biggest challenges you encountered while developing a clean, non-GMO cookie mix that maintains homemade quality?

Lindsay Hancock: One of the biggest challenges was bridging the texture gap between store-bought mixes and homemade cookies. When you bake from scratch, you cream butter and sugar together, creating that perfect texture—but with a mix, you lose that step. I had to find a way to deliver the same homemade-quality bite without that process.

Another major challenge? Ingredient quality. Using non-GMO ingredients comes at a premium, and going through the certification process added complexity. But if we were creating a true premium product, there was no cutting corners.

And then there was chocolate—Chocolate Chunk was always going to be our #1 mix, and we knew it had to be packed with high-quality chocolate. But sourcing premium chocolate at a time when prices were at an all-time high—and while we were still producing at relatively low volumes—added a serious cost challenge. Even so, we refused to cut corners. If we were creating a truly better-than-homemade product, it had to be loaded with the good stuff—no compromises.

How do you see the premium, clean-label baking product market evolving in the next few years?

Lindsay Hancock: The premium, clean-label baking market is just getting started. Until now, there hasn’t been an option on the shelf that truly delivers on both taste and quality without sacrificing convenience. I see this category gaining huge momentum—not just in cookies, but across baking.

Moms (and all busy consumers) are willing to spend on products that consistently deliver great results and let them feel good about what they’re feeding their families. At the end of the day, people bake cookies because they love how they taste, not because they’re looking for a health food.

My Better Batch fills a long-overdue gap: a premium, non-GMO mix that comes together in minutes and actually tastes homemade. That’s a game-changer.

You’ve mentioned that baking is your “love language” – can you elaborate on what baking means to you personally and how it connects you to your children?

Lindsay Hancock: Baking has always been more than just making something sweet—it’s about connection. I have such fond memories of baking with my mom and grandmother, and now, it’s how I show love to my own kids, extended family, friends, and neighbors. There’s something special about the time spent in the kitchen together—the laughter, the stories, the shared experience. And when you bake for someone, it’s a way of saying, I care about you.

For me, baking with my boys isn’t just about the cookies—it’s about creating moments they’ll remember. It’s about slowing down in the middle of a busy life to do something together. My Better Batch was born out of that feeling—wanting to make it easier for families to create those moments, even on their busiest days.

What does success look like for you, both as an entrepreneur and a mother?

Lindsay Hancock: Success, to me, is about more than just building a thriving brand—it’s about showing my boys what’s possible. I want them to see firsthand what it means to take risks, work hard, and build something from the ground up. There’s so much they can learn from this journey, and having them be part of it makes it even more meaningful.

But at the end of the day, business pales in comparison to being their mom. Their success, happiness, and growth into good, capable people will always be my biggest achievement. If I can build a company I’m proud of and be fully present for them, that’s success in my book.

How has your experience at KIND Snacks prepared you for launching and scaling My Better Batch?

Lindsay Hancock: My time at KIND Snacks—and before that, Creative Snacks—has been invaluable in launching and scaling My Better Batch. Working in the CPG world for years has given me firsthand experience in everything from commercializing products and designing packaging to understanding data and building strong retail relationships.

At Creative Snacks, I was part of a small team that grew into something much bigger, which taught me how to be scrappy, strategic, and adaptable. That mix of experiences has given me a deep understanding of how to bring a product to market the right way—and the confidence to take this leap with My Better Batch.

What advice would you give to other women entrepreneurs looking to launch a food and beverage brand?

Lindsay Hancock: Be relentless. The food and beverage world is tough, and getting a new brand off the ground takes grit, patience, and a willingness to hear “no” a lot before you get to “yes.”

Also, do your homework. Understand your category inside and out—who your competitors are, what makes your product different, and how you’ll position it. Know your costs, margins, and what it really takes to scale.

And finally, build your network. Surround yourself with other entrepreneurs, mentors, and people who have been in your shoes. The right connections and advice can make all the difference.

How do you define “work-life balance”, and what strategies have you developed to maintain it?

Lindsay Hancock: Honestly? Not very gracefully. I’m still figuring it out, and I’m trying to learn to give myself grace along the way. Right now, sleep feels optional—there’s just so much to do.

I’ve never loved the phrase “work-life balance” because, in my experience, it doesn’t really exist. One area of life is always pulling harder, and I’ve often felt like I wasn’t giving my best to the other.

But what I have done is make an intentional choice—to be present for my kids. Launching My Better Batch has allowed me to do that in a way my previous career didn’t.

So, for me, success isn’t about achieving perfect balance—it’s about making sure my time and energy go where they matter most.

Where do you see My Better Batch in the next 3-5 years? What are your growth aspirations?

Lindsay Hancock: I see My Better Batch becoming a household name in the baking aisle. Right now, we’re focused on expanding retail distribution, optimizing our supply chain, and scaling efficiently—all while staying true to our commitment to premium, better-than-homemade quality.

I also see huge potential beyond cookies. There’s so much white space in premium, clean-label baking mixes, and I want My Better Batch to lead that charge. We’ll continue innovating, expanding into new categories, and making it easier for busy people to bake with confidence—without sacrificing taste or quality.

At the end of the day, my goal is simple: to build a brand that lasts. A brand people trust, love, and reach for again and again.

If you could go back and give your younger self one piece of advice about entrepreneurship, motherhood, or pursuing your dreams, what would it be?

Lindsay Hancock: I’d tell my younger self: Don’t believe the people who say you can’t have it all. You absolutely can—but not all at the same time, and not without sacrifice.

There will be seasons when one part of your life demands more than the other, and that’s okay. I’d also tell myself to trust my instincts and take the risk sooner. The fear of failing can be paralyzing, but nothing is more rewarding than betting on yourself.

Motherhood and entrepreneurship both require resilience, adaptability, and a whole lot of grace. Some days will feel impossible, and you’ll wonder if you’re doing enough—but keep going. Progress isn’t always linear, and success doesn’t happen overnight.

Most importantly, I’d remind myself that the best things in life—the things truly worth building—take time. Be patient, be present, and don’t be afraid to rewrite the rules. Oh, and sleep while you can… it becomes optional later.

And honestly, this is a good reminder for me to read right now. I wholeheartedly believe these words, but I still struggle with them every day.

Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?

Lindsay Hancock: Take the risk. Bet on yourself. You’re capable of more than you think!