Functional cookie brand from second-gen baker hits market

BACK TO ALL NEWS

Functional cookie brand from second-gen baker hits market

27 May 2026

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

AUSTIN, TX — More and more, consumers are asking for their baked goods to do more than just taste good. Today, they’re seeking out options with myriad health attributes, and a new functional cookie brand is answering this call.

Fields Good is the latest CPG company to hit the market, with an indulgent product that balances nutrient-forward ingredients with a familiar format. The brand is the brainchild of Kim Anderson and second-generation baker Ashley Fields, whose mother, Debbi, founded Mrs. Fields Cookies.

The idea for the brand came from Fields’s previous work in CPG, where she noticed an opportunity for better-for-you snacks that deliver on flavor and function without sacrificing quality. Over the course of two years, she developed a cookie line that met this ask.

“I want more from my food, but not at the cost of enjoying it,” Fields said. “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.”

“Together, we're upgrading the classics with functional nutrients our brains and bodies actually want and need.” — Kim Anderson | co-founder | Fields Good

Fields Good is debuting with three SKUs, each focused on different health needs. The Focus Cookie includes chocolate, espresso and sea salt, featuring 3 grams of creatine and 250 milligrams of Cognizin citicoline to help with concentration and attention. The Sleep Cookie, which includes oats, warm spices and raisins, boasts 250 milligrams of L-theanine to encourage relaxation. Lastly, the brand’s protein cookie is made with peanut butter and boasts 10 grams of protein and 4 grams of fiber.

“Fields Good is rooted in the belief that flavor and function don’t have to compete,” Anderson said. “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 is backed by a $1.8 million pre-seed round led by the Female Founders Fund, a seed-stage venture fund that invests exclusively in female-founded companies, including Milk Bar. With this funding, Fields Good will be able to invest in direct-to-consumer business, expanding into e-commerce channels including TikTok Shop and Amazon, and work toward national distribution.

“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,” said 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.”

The cookies are currently available for pre-order on the Fields Good website.