# #263 - When Cookies Aren't Just Cookies - with Fields Good and Cognizin

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-08-25
- Length: 46m
- Episode: 358
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-25-263-when-cookies-arent-just-cookies-with-fields-good-and-cognizin
- Listen: https://share.transistor.fm/s/863a3df5

## Summary

Ashley Fields and Kim Anderson, co-founders of Fields Good, explain how they developed a line of functional cookies by prioritizing taste over function, spending 18 months and thousands of pounds of dough to perfect the recipes. They discuss partnering with Kyowa Hakko USA for Cognizin citicoline to add scientific credibility to their 'focus' cookie, contrasting branded ingredients with generic alternatives. Katie Emerson of Kyowa Hakko USA joins to discuss the mainstreaming of brain health ingredients and the importance of clinical studies in building consumer trust.

## Outline

1. Introduction: Fields Good and Cognizin
2. The Rise of Functional Foods and Brain Health
3. Developing the Cookies: Taste First, Function Second
4. Flavor Profiles and Functional Goals
5. Packaging, Branding, and Permissible Indulgence
6. Choosing Branded Ingredients: Cognizin vs. Generic
7. Retail Expansion and Future Opportunities

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Fields Good (company)
- Cognizin (product)
- Kyowa Hakko USA (company)
- Fields (company)
- Magic Mind (company)
- Just Egg (company)

## Related episodes from other shows

- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [244 - Jody Polishchuk from Sundays on how they made the first zero sugar creme cookie](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-02-16-244-jody-polishchuk-from-sundays-on-how-they-made-the-first-zero-sugar-creme-coo) (People of Packaging)
- [021: Using Public Research to Develop WINK Lash and Brow Oil with Megan Cox of Amalie Beauty](https://hardwarepodcasts.com/podcast/product-startup/2016-10-04-021-using-public-research-to-develop-wink-lash-and-brow-oil-with-megan-cox-of-am) (Product Startup)
- [Olipop: Ben Goodwin](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-02-olipop-ben-goodwin) (How I Built This)

## Citing this page

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