A focus cookie, a sleep cookie, a protein cookie — and a famous last name

One cookie carries three grams of creatine and 250 milligrams of citicoline and is sold for focus; another is spiked with L-theanine and pitched as a wind-down before bed; a third packs ten grams of protein into peanut butter. So far, so familiar — the functional food and beverage category is thriving. But Fields Good, an Austin startup that launched this week with USD 1.8 million in pre-seed funding led by Female Founders Fund, is leaning into flavor first and pharmacology second.

Founders Ashley Fields (daughter of Mrs. Fields founder Debbi Fields) and Kim Anderson spent two years developing the recipes with one rule: the functional ingredients had to disappear into the cookie. For years, the category led with function and treated flavor as a compromise; Fields Good leads with the cookie and lets the benefits ride along. The wager is that shoppers have tired of food that feels like a chore. The Mrs. Fields name does quiet work here, too, handing a TikTok-era brand the kind of recognition most startups spend years building. This week's launch was paired with a small-batch pre-order.

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Functional food has become the default growth story in snacking, and the math explains the rush: the US wellness economy reached USD 2.1 trillion, with per capita spending hitting USD 6,293 in 2024, according to the Global Wellness Institute. Consumers now routinely stack protein, sleep, focus and GLP-1-friendly choices into ordinary days. But they also want products that provide a moment of joy. Newcomers like Fields Good are responding by moving away from biohacking toward comforting rituals. Think self-care meets little treat economics. Is your brand still making people choose between pleasure and self-optimization?