Today we’d like to introduce you to Jazmynn Rogers.
Hi Jazmynn, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Batter Kind really started from a combination of my love for cookies and becoming a mom. I’ve always loved a good cookie, but after having my daughter, I became much more intentional about the ingredients in the food we were eating. That naturally carried over into baking, and I started experimenting with making cookies that were completely plant-based so that I could share them with her. I wanted to make a cookie without sacrificing the taste and texture of the cookies I already loved.
The business side of it really came from my entrepreneurial spirit. One day, I decided to sell vegan dinners and thought, why not add the cookies too? I already thought they were really, really good, but I wanted to see what other people thought. That ended up being my introduction to the community, and the response was overwhelmingly positive. People loved them. Seeing other people enjoy the cookies as much as I did made me realize there could be something bigger there.
From there, Batter Kind began to grow one step at a time. I’ve spent a lot of time developing recipes, learning the business side, building relationships in the community, and figuring out what I wanted the brand to represent. One thing that has remained important to me is showing people that vegan cookies don’t have to feel like a substitute for the “real thing.” I want someone to eat a Batter Kind cookie because it’s a great cookie first—and finding out that it’s completely plant-based is almost the bonus.
Today, Batter Kind is still growing, but it has come a long way from those early batches in my kitchen. We’ve expanded beyond cookies into other treats, participated in events throughout the community, and started building relationships with other local businesses. Every stage has taught me something, and I’m excited about continuing to grow Batter Kind while staying true to what made me start in the first place: making really good food that I feel good about sharing with my daughter and with other people.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a completely smooth road. One of my biggest challenges has been building consistent sales and figuring out how to grow beyond my immediate network. I know that when people actually try the cookies, the response is usually really positive. The challenge has been getting Batter Kind in front of more people consistently and turning that exposure into a growing customer base.
I’ve also had to learn how to balance growing a business with being a mom. Entrepreneurship can easily become an around-the-clock job, but motherhood doesn’t stop because I have orders to fill, content to create, an event to prepare for, or a new idea I want to pursue. There have been times when I’ve had to slow down, adjust my expectations, or find a different way to accomplish something because my daughter and her needs come first.
Those two challenges have probably taught me the most. I’ve had to become more intentional about how I spend my time and how I grow the business. Instead of only relying on the people who already know me, I’ve pushed myself to get out into the community, attend events, build relationships with other businesses, and find new ways to introduce Batter Kind to people who may have never heard of us before.
I’m still figuring some of it out as I go, but I know that’s part of entrepreneurship. There isn’t always a perfect roadmap. Sometimes you have to try something, learn from it, make adjustments, and keep moving.
Can you tell our readers more about what you do and what you think sets you apart from others?
Batter Kind is a Detroit-based, 100% vegan bakery specializing in cookies and other sweet treats made without dairy or eggs. Cookies are definitely at the heart of the brand. We focus on creating the kind of cookies that are soft, flavorful, and indulgent enough that you don’t feel like you’re missing anything just because they’re plant-based.
One of the things I’m very intentional about is making Batter Kind approachable for everyone, not just people who identify as vegan. I never want someone to feel like they have to lower their expectations because they’re eating a vegan dessert. I want you to take a bite, enjoy a really good cookie, and then be surprised when you find out there’s no dairy or eggs in it. That has become a big part of what Batter Kind represents.
I think what sets us apart is the amount of care that goes into the product. We’re a small-batch business, and I’m very particular about flavor, texture, ingredients, and consistency. I’m constantly testing, tweaking, and thinking about how I can make the experience better. Even as the business grows, I want to maintain that homemade quality and attention to detail.
What I’m most proud of is seeing Batter Kind grow beyond the people who already knew and supported me personally. Having complete strangers try the cookies and come back for more means a lot because they’re choosing the product simply because they enjoy it. I’m also proud of seeing Batter Kind enter new spaces through community events and relationships with other local businesses. Those moments remind me that something that started in my kitchen for my daughter and me has the potential to become a much bigger brand.
Ultimately, I want Batter Kind to help change the perception of what vegan desserts can be. You don’t have to be vegan to enjoy what we make… you just have to like really good cookies.
Any big plans?
I have a big vision for Batter Kind, and I’m really excited about what’s ahead. Right now, a lot of my focus is on expanding the brand’s reach and creating more opportunities for people to discover and enjoy our products.
I’m looking forward to continuing to build relationships, explore new partnerships, and position Batter Kind to be available in more spaces and to more people. A lot of what I’m working on right now is about building the foundation for that next level of growth and making sure the business is prepared for the opportunities I envision.
I’m also excited to continue expanding creatively. I love developing new products and finding ways to grow the Batter Kind experience while still keeping the quality and personality that people have come to know us for.
I’ll keep some of the bigger plans to myself for now, but ultimately, I want Batter Kind to become a brand that people recognize, trust, and can enjoy far beyond the way they experience us today. I’m very intentional about where I want to take the company, and I’m looking forward to watching that vision unfold.
Pricing:
- $15 for classic half dozens
- $27 for classic full dozen
- $17 for premium half dozen
- $30 for premium full dozen
- about $2.50 per cookie. cookies only sold in 6 or 12 packs
Contact Info:
- Website: https://batterkind.com
- Instagram: https://instagram.com/batterkind
- Facebook: https://www.facebook.com/people/Batter-Kind-Vegan-Cookies/61577447734249/
- Other: https://www.hotplate.com/batterkindvegancookies
