Wellness is getting indulgent.
What’s happening: Functional cookie brand Fields Good launched with $1.8M in pre-seed funding led by Female Founders Fund.
Smart cookie. Founded by Ashley Fields—daughter of Mrs. Fields cookie creator Debbi Fields—the company is launching three ready-to-eat SKUs: creatine- and citicoline-packed Focus, L-theanine-infused Sleep, and whey- and fiber-packed Protein.
Armed with fresh capital, Fields Good will scale its D2C business, with plans to grow on TikTok Shop, Amazon, and brick-and-mortar retail.
Proofing. Fields Good is entering a busy better-for-you snacking market — with MOSH, Khloud, and more securing funding to support functional needs. Meanwhile, the better cookie category is nearing market maturity, with incumbents like Lenny’s & Larry’s joined by entries from Slate Milk, Mid-Day Squares, and Sweet Addison’s.
Designed for a new generation, Fields isn’t turning on her legacy, betting on flavor before function. Employing decadent bases of sugar, dairy, and gluten alongside added supps, the cookies are positioned as a nostalgic reward for the modern age.
Punchline: Pairing traditional recipes with health-supporting ingredients, Fields Good is making a case for sweet treats you can feel good about.
