The baking aisle has been dominated by the same legacy brands for decades. But Lindsay Hancock, Founder of My Better Batch, saw an opportunity hiding between value-focused mixes and highly specialized products: a premium shortcut that could deliver the taste and experience of homemade without the work of baking from scratch.
After helping to build Creative Snacks and eventually selling the company to KIND, Lindsay took what she learned about retail-first strategy and applied it to a new venture. In just a year, My Better Batch has grown from roughly 75 stores to more than 3,500 retail locations and 6,000+ points of distribution.
In this episode of Retail Remix, Lindsay joins host and Retail TouchPoints Editor-in-Chief Kate Robertson to share what it takes to break into a crowded category, earn retailer support and, most importantly, turn shelf space into sustainable growth.
Key Takeaways
- How Lindsay Hancock identified untapped white space in the baking aisle and built My Better Batch around a new definition of premium
- Why Lindsay chose a retail-first growth strategy and scaled from roughly 75 stores to more than 3,500 locations in just one year
- How distinctive packaging and shelf presence can help emerging brands compete for attention alongside dominant legacy players
- Why relationships, persistence and creative outreach have been critical to My Better Batch’s rapid retail expansion
- How My Better Batch is turning distribution into long-term growth by investing in brand awareness, trial and sustained shelf velocity
Related Links
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What is Retail Remix?
The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.