Fields Good launches cookies-with-benefits with $1.8M from Female Founders Fund
What's the deal? Fields Good, a new functional cookie brand, has launched with $1.8M in pre-seed funding led by Female Founders FundDealroom has a profile for this one. Try Dealroom →. Co-founded by Ashley Fields — daughter of Mrs. Fields Cookies founder Debbi Fields — and Kim Anderson, the Austin-based startup sells soft-baked cookies infused with ingredients designed to support focus, protein intake, and sleep.
The three debut products include a chocolate-espresso Focus Cookie with creatine and citicoline, an oat-and-raisin Sleep Cookie with L-theanine, and a peanut butter Protein Cookie with 10g of protein. Pre-orders are live at the company's website.
Why now? Americans spend more than $2.1 trillion on wellness annually, and the global wellness market has doubled in the past decade, according to the Global Wellness Institute. Consumers increasingly want functional benefits — sleep support, protein, focus — baked into everyday foods rather than delivered through supplements and pills.
Fields Good plans to use the capital to scale its direct-to-consumer business, expand onto TikTok Shop and Amazon, and build toward national retail distribution.
What could go wrong? The functional food space is crowded. Brands like Magic Spoon, Olipop, and countless protein bars have trained consumers to expect benefits from their snacks — but the category is littered with products that failed to deliver on taste. Fields Good claims it spent more than two years and thousands of recipe iterations to get the flavour right, but converting sceptical shoppers will be the real test.
There's also the question of efficacy. Functional ingredients at the dosages found in a single cookie may not produce noticeable effects for every consumer, which could undermine repeat purchases.
The signal: The investment reflects two converging trends: the mainstreaming of functional ingredients beyond supplements and the continued investor appetite for female-founded consumer brands. Female Founders Fund's decision to lead signals confidence that wellness-forward comfort food can carve out a meaningful niche.
"People want comfort and performance from the same product, and very few brands deliver both," said Anu Duggal, founding partner of Female Founders Fund.
Fields Good is betting that the next evolution of better-for-you snacking isn't about sacrificing indulgence — it's about making indulgence do more.
Read more: PR Newswire
