Ashley Fields Launches 3-Cookie Functional Brand Fields Good With Nearly $2 Million in Funding
Updated
Updated · The New York Times · Jun 7
Ashley Fields Launches 3-Cookie Functional Brand Fields Good With Nearly $2 Million in Funding
1 articles · Updated · The New York Times · Jun 7
Summary
Ashley Fields, one of Debbi Fields’s five daughters, has co-founded online cookie startup Fields Good with former college roommate Kimberly Anderson, selling three packaged varieties aimed at wellness-focused consumers.
The lineup includes a focus cookie with creatine and citicoline, a protein cookie with fiber, and a sleep cookie with L-theanine—ingredients meant to pair indulgence with functional benefits.
Research backing some of those claims remains thin or mixed, especially around creatine for focus and L-theanine for stress reduction.
Nearly $2 million in venture funding for the brand underscores how strongly consumers are embracing “permissive indulgence,” extending the functional-food boom into legacy cookie territory.