My Better Batch, a woman-owned baking mix brand, has expanded distribution to major U.S. retailers including Target, Kroger, Albertsons, Thrive Market, and Amazon, positioning itself in the growing segment of clean-label dessert products. The line includes four flavors: Chocolate Chunk Cookie Mix, Double Chocolate Chip Cookie Mix, Celebration Cookie Mix, and Classic Sugar Cookie Mix. Each box retails for $7.99, with variety packs available at $29.99. The mixes require only butter and an egg to prepare.
Product Positioning My Better Batch uses non-GMO ingredients and excludes artificial flavors, preservatives, and fillers—a differentiation that reflects broader consumer behavior. As retailers report shoppers increasingly reading labels and seeking recognizable ingredient lists, the brand avoids positioning itself as a diet or reduced-calorie alternative, instead emphasizing taste parity with homemade cookies.
Promotional Offer Through August 4—National Chocolate Chip Cookie Day—the company is running a limited-time promotion: customers who spend $25 receive a free cookie mix using code COOKIECLASSIC at mybetterbatch.com.
Why It Matters
The premiumization of baking mixes reflects a shift away from purely functional or restriction-based dessert claims toward ingredient transparency. For foodservice and retail operators, clean-label convenience products continue to capture share from both scratch baking and conventional boxed mixes.
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Written by FBM Publications Editors
