# Founder Feature: Lindsay Hancock of My Better Batch

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-11-29
- Length: 41m
- Episode: 98
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-29-founder-feature-lindsay-hancock-of-my-better-batch
- Listen: https://share.transistor.fm/s/03650613

## Summary

Lindsay Hancock, founder of My Better Batch, explains how she identified a gap for premium, clean-label cookie mixes in a category dominated by legacy brands like Pillsbury and Betty Crocker. She details the challenges of finding a scalable co-manufacturing partner who could handle rapid growth and the strategic importance of securing non-GMO certification and woman-owned business status to differentiate her product to retail buyers. Hancock also discusses navigating formal category review cycles, leveraging broker relationships, and preparing for a national expansion with an upcoming launch at Sprouts.

## Outline

1. Introduction: Lindsay Hancock and My Better Batch
2. Career History and Identifying the Market Gap
3. Product Development and Recipe Tinkering
4. Finding a Scalable Co-Manufacturing Partner
5. Packaging Design and Shelf Differentiation
6. Navigating Retail Category Reviews and Broker Relationships
7. Sales Strategy and Differentiation Points
8. Future Plans and National Expansion

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- My Better Batch (product)
- Pillsbury (company)
- Betty Crocker (company)
- Duncan Hines (company)
- Creative Snacks (company)
- Kind Snacks (company)
- The Fresh Market (company)
- Sprouts (company)
- Costco (company)
- Target (company)
- Amazon (company)

## Related episodes from other shows

- [360 - Beyond the Die Line - The pitch was awful. They liked the bar! Tom Seymour and Ree Dolnick](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-10-08-360-beyond-the-die-line-the-pitch-was-awful-they-liked-the-bar-tom-seymour-and-r) (People of Packaging)
- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [339 - Beyond the Dieline ep 1 with Tom Seymour and Jessica Kwon from Moka Energy!](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-02-05-339-beyond-the-dieline-ep-1-with-tom-seymour-and-jessica-kwon-from-moka-energy) (People of Packaging)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)
- [Advice Line with Chieh Huang of Boxed](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-16-advice-line-with-chieh-huang-of-boxed) (How I Built This)

## Citing this page

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