Fields Good Raises $1.8M in Pre-Seed Funding

The company plans to use the funds to grow its direct-to-consumer business, expand into TikTok Shop and Amazon, and move toward nationwide retail distribution.

Ashley Fields, a second-generation baker, built her career in consumer brands and noticed a gap in the market. Many “better-for-you” snacks focus on function but lack taste, while indulgent snacks don’t offer long-term benefits. Fields Good was created to solve both problems by combining flavor and function.

She spent over two years and thousands of recipe tests developing the product line, with one key rule: the functional ingredients must be completely unnoticeable in the cookie.

Fields Good is launching at a time when wellness spending is rapidly growing. Americans spend more than $2.1 trillion on wellness each year, and the global wellness market has doubled over the past decade, according to the Global Wellness Institute.

Today’s consumers are adding wellness priorities like sleep, protein, focus, longevity, and GLP-1 support into their everyday routines. Fields Good is designed for these consumers—people who want a treat that also delivers added functional benefits.

This investment helps Fields Good continue its original mission: to reinvent a nostalgic American treat for today’s consumers without sacrificing taste, texture, or enjoyment.

Read More:Patron Points Receives Investment From Straylight Capital

"We led this round because Fields Good answers a real cultural moment: people want comfort and performance from the same product, and very few brands deliver both," said Anu Duggal, Founding Partner of Female Founders Fund. "Ashley and Kim have built a cookie that holds onto the warmth and nostalgia we all associate with the category, paired with the functional ingredients today's consumer is already building into their daily routine. It's a brand for the way people actually want to eat now."

"Fields Good is rooted in the belief that flavor and function don't have to compete," said Kim Anderson, Co-Founder of Fields Good. "After 20 years of friendship, Ashley and I wanted to build something better. Together, we're upgrading the classics with functional nutrients our brains and bodies actually want and need."

"I want more from my food, but not at the cost of enjoying it," said Ashley Fields, co-founder of Fields Good. "I grew up baking, and I've always loved what a great cookie can do. It lights people up. It makes them slow down. That had to come first. Feeling good comes with it, not instead of it."

About Fields Good

Founded by Ashley Fields and Kim Anderson, Fields Good is a modern functional cookie brand based in Austin, Texas. The company makes soft-baked, ready to eat cookies designed to support how people move, think, and rest, while still delivering great taste and texture. It combines nostalgic, homestyle flavors with functional ingredients to bring comfort and wellness together in one product.

Read More:NavigateAI Raises $25M in Funding Led by Elad Gil