Watch your back Betty Crocker, start-up Miss Jones Baking Co. is targeting Millennials and has plans to revive the ailing boxed baking category. The brand has something that titans like Pillsbury and Betty Crocker aren’t known for: a brief list of ingredients that are identifiable, all-natural, and organic. Miss Jones’s 30-year-old founder aims to capitalize on the recent diet trends, including consumers’ desire for transparency. Though dessert is not known as the healthiest option, one expert says diners “…don't feel as bad if [they’re] eating something that's made with pure butter and eggs and vanilla.” (CNBC)
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