Women-Owned Baking Innovator My Better Batch Partners with Target for National Expansion

My Better Batch Expands Nationally with Target Partnership

In an exciting development for home bakers across the nation, My Better Batch, a women-owned brand, is expanding its reach through a new distribution deal with Target, which commenced on August 3, 2025. This partnership is a vital step in the brand's quest to make high-quality cookie mixes more accessible to busy households. Having just enjoyed significant growth in Q2, the company hopes this deal will further its mission to provide convenient yet delicious baking options.

Founded by the dedicated Lindsay Hancock, who is both a busy mom and an industry veteran, My Better Batch has redefined the boxed baking experience. The brand prides itself on using high-quality, non-GMO ingredients that allow for quick and easy baking—requiring just an egg and butter. With a product line that includes award-winning mixes like the Chocolate Chunk Cookie, recognized by the Good Housekeeping 2025 Snack Awards, it's clear that My Better Batch is winning the hearts and tastebuds of consumers everywhere.

The Target Rollout: A Strategic Move

The introduction of My Better Batch products at Target comes on the heels of a successful partnership with other retailers such as Lowes Foods and Thrive Market. This strategic move enhances the brand's visibility within the highly competitive baking sector and aligns with Target's commitment to offering quality products to its shoppers. The affordable pricing of the cookie mixes, with boxes retailing at just $6.99, is intended to cater to families looking for convenience without sacrificing taste.

“From the very beginning, we designed My Better Batch with the Target shopper in mind,” said Hancock. “We aim to provide a product that supports busy, quality-minded families by offering something better than the conventional cookie mixes.”

A Growing Footprint

My Better Batch's success stems from its adaptability and commitment to quality. Through its recent partnerships, the brand has capitalized on consumer trends prioritizing quality over the convenience typically associated with boxed baking. In just a year since its inception, My Better Batch has established a reputation for providing a premium cookie experience in a market often dominated by mass-produced options.

The Chocolate Chunk mix, one of their flagship products, features extra-large semi-sweet chocolate chunks and is renowned for ensuring a homemade taste that can be achieved in just 15 minutes. Another star product, the Classic Sugar Cookie mix, offers versatility for baking enthusiasts—perfect for creating snickerdoodles or holiday treats with minimal effort.

Impact and Future Aspirations

Hancock expresses optimism regarding the partnership with Target: “Each retailer that we've partnered with has played an integral role in our growth and our journey towards our founding mission—making better-tasting, higher-quality cookies available to all.” With the addition of Target to their retail lineup, My Better Batch is well-positioned to become a household name in the baking aisle, creating moments of joy for families looking to skip the hassle of conventional baking while still enjoying delicious results.

As the baking landscape continues to evolve, brands like My Better Batch demonstrate the potential of innovative thinking and market responsiveness. As they continue to expand, both in retailer partnerships and product offerings, they remain firmly rooted in their promise to elevate home baking experiences without compromise. My Better Batch's delicious creations can be found at select Target stores and on Target.com along with their official website, MyBetterBatch.com.

For more information about My Better Batch and its offerings, please visit www.mybetterbatch.com.