Fields Good, a new functional cookie brand founded by Ashley Fields, daughter of Mrs. Fields founder Debbi Fields, and Kim Anderson, has officially launched with three ready-to-eat cookies designed to support focus, protein intake, and sleep. The Austin-based company also announced a $1.8 million pre-seed funding round led by Female Founders Fund.
The company spent more than two years developing its products, aiming to combine the taste and texture of traditional soft-baked cookies with functional ingredients that support wellness goals. Fields Good enters the market as consumer demand for products focused on sleep, protein, focus, longevity, and overall wellness continues to grow.
The debut product lineup includes:
- Focus Cookie: A chocolate and espresso soft-baked cookie featuring 3 grams of creatine and 250 milligrams of Cognizin citicoline to support focus and attention.
- Sleep Cookie: An oatmeal raisin cookie formulated with 250 milligrams of L-theanine to support relaxation and rest.
- Protein Cookie: A peanut butter cookie containing 10 grams of protein and 4 grams of fiber.
The $1.8 million pre-seed investment will be used to expand the company’s direct-to-consumer operations, launch on TikTok Shop and Amazon, and support future national retail distribution efforts.
Fields Good is headquartered in Austin, Texas, and was founded on the idea of combining nostalgic cookie flavors with functional nutrition ingredients designed to support consumers’ daily lifestyles.
KEY QUOTES:
“I want more from my food, but not at the cost of enjoying it. I grew up baking, and I’ve always loved what a great cookie can do. It lights people up. It makes them slow down. That had to come first. Feeling good comes with it, not instead of it.”
“A cookie should feel like a reward, not a tradeoff. So, go ahead, eat your cookie and feel it too.”
Ashley Fields, Co-Founder, Fields Good
“Fields Good is rooted in the belief that flavor and function don’t have to compete. After 20 years of friendship, Ashley and I wanted to build something better. Together, we’re upgrading the classics with functional nutrients our brains and bodies actually want and need.”
Kim Anderson, Co-Founder, Fields Good
“We led this round because Fields Good answers a real cultural moment: people want comfort and performance from the same product, and very few brands deliver both. Ashley and Kim have built a cookie that holds onto the warmth and nostalgia we all associate with the category, paired with the functional ingredients today’s consumer is already building into their daily routine. It’s a brand for the way people actually want to eat now.”
Anu Duggal, Founding Partner, Female Founders Fund
