Fields Good launches cookies with benefits
The brand is co-founded by the daughter of the founder of Mrs. Fields.
Fields Good, a new functional cookie brand founded by Ashley Fields, daughter of Debbi Fields (founder of Mrs. Fields Cookies), and Kim Anderson, has debuted today with three ready-to-eat cookies designed to support focus, protein, and sleep, reportedly without sacrificing taste or texture. Backed by a $1.8 million pre-seed round led by Female Founders Fund, pre-ordering s available today at fieldsgood.co.
A second-generation baker, Fields has spent her career building consumer brands and saw a clear gap: many "better-for-you" snacks prioritize function over flavor, while more indulgent options offer short-lived enjoyment. Fields Good exists to deliver both, she says. Fields spent more than two years and thousands of recipe iterations developing the Fields Good lineup, with a single non-negotiable: the functional ingredients had to disappear into the cookie.
"I want more from my food, but not at the cost of enjoying it," says Fields. "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."
Fields Good launches into a moment of historic wellness spending. Americans alone spend more than $2.1 trillion on wellness annually, and the global category has doubled in the last decade, according to the Global Wellness Institute. Consumers are stacking new priorities, from sleep and protein to focus, longevity, and GLP-1s, into ordinary days alongside the foods they love. Fields Good is built for that consumer: someone who wants a treat, and wants it to count for something, the brand says.
Debut offerings include:
- Focus Cookie: Chocolate with espresso, finished with a touch of sea salt. Made with brain-supporting ingredients including 3 g of creatine and 250 mg of clinically-studied Cognizin citicoline, the Focus Cookie aims to support improved focus and attention.
- Sleep Cookie: Old-fashioned oats, warm spice, and raisins, made with 250 mg of L-theanine to help consumers rest and relax.
- Protein Cookie: Classic peanut butter with a soft, bakery-style texture. Includes 10 g of protein and 4 g of fiber.
"Fields Good is rooted in the belief that flavor and function don't have to compete," says Anderson. "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."
The brand raised $1.8 million in pre-seed funding led by Female Founders Fund. Fields Good will use the capital to scale its direct-to-consumer business, expand into TikTok Shop and Amazon, and build toward national retail distribution. This investment allows Fields Good to do what it set out to do from day one, it notes: reimagine America's most nostalgic treat into something that meets how consumers live today without compromising on taste, texture, or feeling.
"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," says Anu Duggal, founding partner of Female Founders Fund. "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."
Fields Good is built on a simple belief: a cookie should be one of the best parts of your day, the brand adds. "A cookie should feel like a reward, not a tradeoff," says Fields. "So, go ahead, eat your cookie and feel it too."
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