From Kind Snacks to Baking Mixes - Lindsay Hancock on Launching My Better Batch

She sold her last company to Kind Snacks. Then Mars bought Kind. Then she quit, had no insurance, was a single mom of two, and started all over again. Lindsay Hancock is the founder of My Better Batch, a premium clean-ingredient cookie mix brand now landing in major US national retailers - and she's just getting started. But the backstory is what makes this one unmissable. From Employee #1 at Creative Snacks, to selling to Kind Snacks. Then Mars bought Kind. Then she quit, had no insurance, was a single mom of two, and started all over again. In this episode, she breaks down how she spotted the gap nobody else was filling in the baking aisle, why she cold-pitched co-manufacturers the same way she pitched retailers, and the wild story of how a national retailer buyer emailed her out of nowhere because her boyfriend made the cookies and thought he was a genius chef. If you're building in CPG, thinking about retail, or just need a reminder that starting over isn't the end of the story - this episode is for you. What we get into: Growing Creative Snacks from zero to $60M and selling to Kind SnacksNavigating two acquisitions and why big company life wasn't for herThe personal reset at 40 that led to My Better BatchWhy the baking aisle is the most under-innovated shelf in the grocery storeFinding a co-manufacturer willing to take a bet on an emerging brandThe Target Takeoff program and what it actually means for a brand relationshipHow she pitches retailers with a category lens, not just a product storyThe buyer who got emailed cookies made by her boyfriend - and how that landed a national listingWhat the rest of 2026 looks like and where My Better Batch is headed Connect with Lindsay Hancock: ⁠  / ⁠   Connect with My Better Batch: ⁠  / mybetterbatch⁠   Visit My Better Batch Website: ⁠https://mybetterbatch.com⁠ Connect with Connor Macpherson: ⁠  / ⁠   Connect with Luke Anthony: ⁠  / ⁠   Powered by Plus Forty: ⁠http://plusforty.co/⁠ Book a call with Plus Forty: ⁠https://calendly.com/d/cr89-stz-hcy/s...