From Adweek · Bill Bradley · · 1m 10s
Fields Good brings functional cookies to market
Ashley Fields, daughter of Mrs. Fields founder, launches a cookie brand that promises health benefits without sacrificing taste.
In brief
Ashley Fields, daughter of Mrs. Fields founder, launches a cookie brand that promises health benefits without sacrificing taste. Fields Good succeeded by leveraging earned media and family legacy rather than expensive marketing, proving a unique story can build trust before product trial. Originally reported by Adweek.
Shifting healthy cookie perceptions
Fields Good creates functional cookies with benefits like focus and protein while keeping real sugar and flour. No compromises on taste or ingredients.
“We're actually trying to shift people's perception of what a healthy cookie could taste like”
Launched with $1.8 million funding
The brand launched May 27 backed by a $1.8 million pre-seed round led by Female Founders Fund. It's gained momentum without heavy marketing spend.
Earned media drives early success
Fields Good leveraged its unique family story to land features on Today Show, New York Times, and People. Earned media builds trust before people try the product.
“We take our cookies very seriously in the Fields family”
Real ingredients mean shorter shelf life
The cookies last six months instead of potentially 18 months like competitors. Fields refuses to extend shelf life at the expense of quality ingredients.
“I think there's enough beige hockey pucks on the market”
Expanding with new products and channels
The brand plans to work with influencers and TikTok Shop to reach consumers. New products include chocolate chip, anti-inflammation, and beauty cookies.
“We're really thinking about, how can I have all of you eat as many cookies per day as possible without feeling bad about yourself?”
The short version
Fields Good succeeded by leveraging earned media and family legacy rather than expensive marketing, proving a unique story can build trust before product trial.
