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Functional snack start-up Fields Good officially launched with a line-up of ready-to-eat cookies formulated to support focus, sleep and protein intake while maintaining the indulgent taste and texture consumers expect from a classic bakery-style cookie.

Founded by Ashley Fields, daughter of Mrs Fields Cookies founder Debbi Fields, alongside long-time friend and co-founder Kim Anderson, the Austin-based brand is entering the fast-growing functional food category with a mission to combine comfort, nostalgia and wellness in one product.

The company also announced it has secured $1.8 million in pre-seed funding led by Female Founders Fund. The capital will support direct-to-consumer expansion, TikTok Shop and Amazon growth and future retail distribution plans.

Ashley Fields, co-founder of Fields Good, said: “Consumers increasingly want foods that support how they feel throughout the day, but they don’t want to compromise on enjoyment. We built Fields Good to deliver both.”

Fields Good spent more than two years developing its formulations, completing thousands of recipe iterations to ensure the functional ingredients blended seamlessly into the final product without affecting flavour or texture.

The brand launches with three varieties:

• Focus Cookie, a soft-baked chocolate espresso cookie with sea salt, featuring 3g of creatine and 250mg of Cognizin citicoline, ingredients associated with focus and cognitive support.

• Sleep Cookie, an oatmeal raisin cookie formulated with 250mg of L-theanine to support relaxation and nighttime routines.

• Protein Cookie, a peanut butter cookie containing 10g of protein and 4g of fibre, designed for satiety and energy support.

Kim Anderson, co-founder of Fields Good, said: “Fields Good is rooted in the belief that flavour and function don’t have to compete. We wanted to upgrade familiar comfort foods with ingredients consumers are already incorporating into their daily wellness routines.”

Investors say the brand is well-positioned to capitalise on evolving consumer demand for products that merge indulgence with functionality.

Anu Duggal, founding partner of Female Founders Fund, said: “We led this round because Fields Good answers a real cultural moment. Consumers want comfort and performance from the same product, and very few brands successfully deliver both.”

Fields Good’s products are currently available for pre-order through the company’s direct-to-consumer website, with broader omnichannel expansion planned.

Founded in Austin, Texas, Fields Good positions itself as a modern functional cookie company focused on delivering nostalgic bakery-style products enhanced with ingredients designed to support focus, recovery and rest.