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Cookie Heiress Bakes Healthier Future
7 Jun
Summary
- Ashley Fields launched Fields Good cookies, a healthier take on family recipes.
- The cookies contain functional ingredients like creatine and L-theanine.
- Fields Good secured nearly $2 million in venture capital funding.
Ashley Fields, one of Debbi Fields' daughters, has ventured into the functional food market with Fields Good cookies. These treats are designed to be healthier than her mother's classic recipes, incorporating science-backed ingredients aimed at wellness-conscious consumers.
Fields Good offers three types of cookies sold online: one with nutrients for brain performance, a protein-and-fiber option, and a sleep cookie featuring L-theanine. While research on the efficacy of some ingredients remains mixed, the brand's appeal lies in 'permissive indulgence,' a trend that sees consumers willing to pay more for healthier snack alternatives.
Co-founded with college roommate Kimberly Anderson, Fields Good secured approximately $1.86 million in pre-seed funding, largely from the Female Founders Fund. Both founders previously worked in consumer brands, including a THC-infused beverage company, before pivoting to functional cookies that can be enjoyed by the whole family.
The Fields Good brand, while using a similar script in its logo, operates independently from Mrs. Fields, with Ashley Fields' mother expressing no involvement in the new venture. The brand's distinct logo and color palette are inspired by diner culture, not the original Mrs. Fields brand.
