Ashley Fields launches Fields Good cookies for focus, sleep and protein

Ashley Fields is betting that a cookie can do more than end a craving. Fields Good, the brand she co-founded with Kim Anderson, launched May 27 with three ready-to-eat, soft-baked cookies aimed at focus, sleep and protein, backed by a $1.8 million pre-seed round led by Female Founders Fund and pre-orders available at launch.

The appeal is obvious in a market where wellness has become a spending category all its own. Fields Good is targeting consumers who want indulgence and function in the same snack, and it is entering that lane as Americans spend more than $2.1 trillion a year on wellness. The Global Wellness Institute said the U.S. wellness economy reached $2.1 trillion and grew at an annual rate of 7.9% from 2019 to 2024, a scale that helps explain why snack brands are racing to attach health language to familiar treats.

Fields Good’s lineup makes the strategy explicit. The Focus Cookie contains 3 grams of creatine and 250 milligrams of Cognizin citicoline. The Sleep Cookie includes 250 milligrams of L-theanine. The Protein Cookie delivers 10 grams of protein and 4 grams of fiber. Ashley Fields said she spent more than two years and thousands of recipe iterations building the line, with the stated goal that the functional ingredients would disappear into the cookie. That promise is central to the brand, but it also underscores the tension in the category: the more the cookie tastes like a cookie, the harder it may be for consumers to judge whether they are buying dessert, nutrition or a marketing claim.

That blur matters because the functional-snack boom is being driven as much by lifestyle branding as by hard evidence that a cookie can reliably improve focus or sleep. Protein is a straightforward label claim, and 10 grams is a meaningful amount for a snack. The focus and sleep benefits are harder to pin down in a baked treat, especially when the ingredients are doing double duty as familiar wellness buzzwords. In practice, Fields Good is asking shoppers to believe that a cookie can carry the logic of a supplement without tasting like one.

The family story gives the launch its emotional lift. Debbi Fields opened the first Mrs. Fields store in Palo Alto, California, in 1977, turning a home-baking operation into a household cookie name. Ashley Fields, who grew up in rural Utah, has said she learned entrepreneurship from her mother, whom she called the “OG female entrepreneur.” In a PEOPLE interview, Ashley Fields said Debbi Fields brought cookies to her Stanford sorority house and involved her daughters in baking, while Debbi Fields recalled Ashley as a child sitting on the counter and sneaking into the cookie jar. Fields Good says it is unaffiliated with Mrs. Fields, but it is clearly drawing on the same nostalgia while trying to sell a different promise: not just comfort, but function.