Fields Good, a functional-cookie startup co-founded by Ashley Fields — daughter of Mrs. Fields Cookies founder Debbi Fields — and Kim Anderson, has launched three soft-baked SKUs positioned around focus, protein, and sleep benefits. The Austin-based brand opened pre-orders May 27 at fieldsgood.co, backed by a $1.8 million pre-seed round led by Female Founders Fund.
The raise is modest by CPG standards but meaningful for a pre-revenue direct-to-consumer brand entering a functional-snack segment that tracked north of $8 billion in U.S. retail sales last year, according to category trackers. The three-SKU lineup is priced as a premium impulse item, and the brand has not disclosed AUV or velocity targets at launch. No foodservice distribution agreements have been announced.
The functional-snack corridor is crowded with better-for-you bars, gummies, and beverages competing on the same focus, energy, and sleep benefit claims. Fields Good's differentiator is format — a soft-baked cookie engineered to deliver ingredient stacks without compromising the homestyle texture consumers associate with the Mrs. Fields legacy. That heritage gives the brand immediate name-recognition equity in retail and foodservice buyer conversations that most seed-stage startups lack.
For noncommercial and fast-casual operators watching the better-for-you snack pipeline, the launch signals continued investor appetite for functional formats that can travel across channels — from DTC to c-store grab-and-go to college and corporate dining daypart sets. The sleep-support SKU in particular aligns with an emerging late-night and hospitality snack occasion that hotel food-and-beverage directors have been actively sourcing. Whether Fields Good pursues area development agreements or co-manufacturing partnerships to support foodservice volume remains to be seen, but the Female Founders Fund backing suggests a retail-first, omnichannel-eventual trajectory similar to better-for-you brands that have successfully converted DTC velocity into regional chain placement.
Co-founder Kim Anderson brings operational depth to a brand that will need swift supply-chain scaling if early DTC sell-through triggers inbound interest from convenience, grocery, or contract-dining buyers. The $1.8 million pre-seed gives the team runway to validate consumer repeat rates — the unit-economics variable that will determine whether Fields Good can sustain the premium price point required to fund functional ingredients at scale.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
