Fields Good launches functional cookies for focus, protein and sleep

Fields Good is asking a deceptively simple question: what if a cookie could work like part snack, part wellness tool, without tasting like compromise? The Austin, Texas brand debuted on May 27, 2026 with three ready-to-eat cookies built around focus, protein and sleep, and backed the launch with a $1.8 million pre-seed round led by Female Founders Fund.

The lineup is built to push past protein’s old dominance in functional food. Fields Good’s protein cookie is a soft-baked peanut butter cookie with 10 grams of protein and 4 grams of fiber. The focus cookie layers 3 grams of creatine with 250 milligrams of Cognizin citicoline and 50 milligrams of L-theanine, while the sleep cookie uses oats, spice, raisins and 250 milligrams of L-theanine. Fields Good also says pre-orders are available through its website, giving the brand an immediate path from announcement to basket.

That mix of benefits is the point. Instead of presenting protein as the lone reason to buy, Fields Good is pitching cookies as a format that can cover different parts of the day, from focus to winding down. The challenge is credibility: stacking more claims can signal smart formulation, but it can also tip into wellness overload if the product no longer feels like something people actually want to eat. Fields Good says it spent more than two years and thousands of recipe iterations on the cookies, with one nonnegotiable rule that the functional ingredients had to disappear into the cookie. That emphasis on taste and texture suggests the company knows sensory appeal is still the first test.

The brand also brings an unusual founder story. Ashley Fields, daughter of Mrs. Fields Cookies founder Debbi Fields, co-founded Fields Good with Kim Anderson, and the two say they have been best friends for 20 years and creative collaborators since college. Fields Good says the pair previously worked on consumer brands including Dyson, Rent the Runway and Cann Social Tonics, a resume that gives the company more than family-name recognition. Female Founders Fund, which says it invests exclusively in female-founded companies, called Fields Good a premium functional cookie brand leveraging the Mrs. Fields legacy to create modern wellness-focused treats.

For investors and food executives, the launch reads as a useful signal. Functional snacking keeps drifting beyond the post-workout protein playbook and into mood, focus and sleep support, with familiar formats doing the heavy lifting. Fields Good is betting that consumers will buy a cookie that does more than one job, as long as it still feels like a cookie first.