Fields Good, a new functional cookie brand founded by Ashley Fields, daughter of Mrs. Fields founder Debbi Fields, and Kim Anderson, announced its launch alongside a $1.8 million pre-seed funding round led by Female Founders Fund. The company is introducing a lineup of ready-to-eat cookies designed to support focus, protein intake, and sleep while maintaining the taste and texture associated with traditional bakery-style cookies.
Headquartered in Austin, Fields Good developed its products to combine indulgence with functional ingredients aimed at modern wellness trends. Ashley Fields spent more than two years and thousands of recipe iterations refining the recipes to ensure the functional ingredients blended seamlessly into the cookies without compromising flavor.
The company’s initial product lineup includes a Focus Cookie made with chocolate, espresso, sea salt, 3g of creatine, and 250mg of Cognizin citicoline to support focus and attention. Its Sleep Cookie combines oats, spices, raisins, and 250mg of L-theanine to support relaxation and sleep. The Protein Cookie features peanut butter flavor along with 10g of protein and 4g of fiber.
Fields Good said the new funding will support the expansion of its direct-to-consumer business, including growth across TikTok Shop and Amazon, while also helping the company prepare for broader retail distribution nationwide.
The company is entering the market as consumers increasingly seek foods that combine wellness benefits with indulgence. According to the announcement, Americans spend more than $2.1 trillion annually on wellness, with growing interest in products supporting sleep, protein, focus, longevity, and GLP-1-related health goals.
Ashley Fields said the company was created to bridge the gap between functional snacks and enjoyable treats.
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.”
Ashley Fields, Co-Founder, Fields Good
“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
