A new brand from Ashley Fields, daughter of Mrs. Fields founder Debbi Fields, launched in May 2026 with a line of functional cookies designed to deliver benefits like improved focus and sleep. Co-founded with her college roommate Kimberly Anderson, the company, Fields Good, aims to merge the nostalgic taste of a soft-baked cookie with ingredients tailored to modern wellness goals. The brand, which is entirely separate from the original Mrs. Fields company, debuted with three varieties after securing $1.8 million in a pre-seed funding round led by Female Founders Fund, making its products available for pre-order online.
A New Generation of Baking
Fields Good was born from a perceived gap in the snack market. According to a company press release, co-founder Ashley Fields, a self-described "second-generation baker," spent over two years and thousands of recipe iterations to challenge the idea that "better-for-you" snacks must compromise on flavor. The brand's mission is to provide the homestyle experience of a classic cookie while incorporating what The New York Times described as "science-backed ingredients." Ms. Fields told the newspaper this was a new skill set for her, stating, "I didn’t learn how to bake with science-backed ingredients. That was something that I’ve learned myself and figured out and failed through."
The central non-negotiable for the product line was ensuring the functional ingredients would "disappear into the cookie," so consumers would not have to sacrifice enjoyment for added benefits. "I want more from my food, but not at the cost of enjoying it," Ashley Fields said in the launch announcement. This philosophy directly addresses the common consumer complaint that many wellness-focused snacks prioritize function over the simple pleasure of eating a delicious treat, a problem Fields Good was created to solve.
The Functional Lineup: Focus, Protein, and Sleep
The initial online product offering from Fields Good includes three distinct soft-baked cookies, each targeting a specific function with carefully selected ingredients. While the brand promotes these benefits, reporting in The New York Times notes that research on the effectiveness of some of the ingredients can be "thin or mixed."
The mocha chocolate Focus Cookie is formulated to support brain performance. It contains creatine and Cognizin citicoline, nutrients the brand claims can aid concentration. The New York Times specifically pointed out that research on creatine's effectiveness for focus remains inconclusive for some observers.
For those seeking physical wellness support, the Protein Cookie is packed with 10 grams of protein and four grams of fiber. This option is positioned as a more traditional functional snack, designed to contribute to daily nutritional goals without the chalky texture often associated with protein-fortified foods.
Finally, the oatmeal raisin Sleep Cookie is intended to help calm the nervous system and support relaxation. Its key functional ingredient is L-theanine, an amino acid. As with the Focus Cookie's ingredients, The New York Times reported that research on L-theanine's ability to lower stress is also considered mixed by some in the scientific community.
