Bootstrapped Cookie Mix Brand Scales to 6,000 Retail Locations My Better Batch, a premium cookie mix brand founded by Lindsay Hancock, has secured placement in major U.S. grocery chains including Kroger, Albertsons, H-E-B, Giant Food, Hy-Vee, and Harris Teeter. The brand is also expanding across existing retail partners such as Target, Thrive Market, The Fresh Market, Lowes Foods, and Earth Fare. The company added more than 3,000 new points of distribution in Q1 2026 and is on track to reach 6,000 by July. The growth trajectory comes with 400% year-over-year expansion—all achieved without venture capital or institutional funding. Hancock launched the brand in 2024 with a friends-and-family funding round only. Hancock recently earned recognition on Inc. Magazine's 2026 Female Founders 500 list. She created My Better Batch after identifying what she saw as a gap in the baking aisle: a cookie mix with a from-scratch taste and a clean ingredient label. The brand's mixes are made with non-GMO ingredients, free from artificial colors and preservatives, and require only butter and an egg to bake in under 15 minutes. The brand has also drawn recognition from media outlets including Entrepreneur, Forbes, and Good Housekeeping, as well as product awards and rankings in AllRecipes and Parade roundups.
Why It Matters
My Better Batch's trajectory demonstrates the viability of scaling a consumer packaged food brand through organic retail partnerships rather than heavy institutional capital. For operators and buyers, the brand's rapid distribution growth and sustained growth rate signal both retailer confidence and consistent sell-through.
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Written by FBM Publications Editors
