Fields Good, an Austin-based functional cookie brand co-founded by Ashley Fields and Kim Anderson, launched Tuesday with three soft-baked SKUs and $1.8 million in pre-seed financing led by Female Founders Fund, positioning itself at the intersection of the legacy cookie category and the fast-growing better-for-you snack segment.
The $1.8 million round — raised at pre-seed stage — will fund initial production, go-to-market operations, and direct-to-consumer infrastructure, according to the company. Pre-orders opened simultaneously with the brand announcement at fieldsgood.co. No valuation or post-money cap was disclosed.
The three cookies are formulated to address focus, protein intake, and sleep support — functional claims that place Fields Good alongside a crowded cohort of ingredient-forward snack brands competing for shelf space and consumer attention in a sector that has attracted significant venture capital over the past three years. The brand's founding narrative carries an unusual degree of legacy weight: Ashley Fields is the daughter of Debbi Fields, who founded Mrs. Fields Cookies in 1977, a chain that became one of the most recognisable names in American retail baked goods.
The functional snack category has drawn sustained investor interest as consumers increasingly seek products that deliver utility beyond basic nutrition. Brands pairing nostalgic formats — cookies, chips, candy — with adaptogenic, nootropic, or high-protein formulations have collectively raised hundreds of millions of dollars in recent funding cycles, though category saturation and regulatory scrutiny around structure-function claims remain persistent headwinds. Fields Good's direct-to-consumer launch strategy mirrors plays by early-stage peers covered in our functional-food funding tracker and avoids the margin compression typical of premature retail expansion.
Female Founders Fund, the New York-based early-stage vehicle with a portfolio that spans consumer, health, and technology, led the round. The fund has backed a number of female-founded consumer brands navigating the DTC-to-retail pipeline, making Fields Good consistent with its stated thesis. No additional co-investors were named in the announcement.
The company has not provided revenue guidance, a retail distribution timeline, or unit-economics disclosure at this stage. For context on how comparable Austin-area food and beverage startups have navigated the seed-to-Series A gap, see our regional startup coverage.
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.