Reviews: Lil Bucks Crispy Treats and Fields Good Cookie

Lil Bucks Bucks Crispy Treats

After eight years building a business around sprouted buckwheat toppings and clusters, Lil Bucks is making its biggest product leap yet with a gluten-free, vegan take on the classic marshmallow cereal bar. Available in Original, Chocolate, Strawberry Shortcake and Birthday Cake, Lil Bucks Bucks Crispy Treats feature sprouted buckwheat alongside ingredients like sunflower seed butter, olive oil, date syrup and acacia gum to recreate the nostalgic gooey bite.

The bars pack 3 grams of protein, 2 grams of fiber, 25% of the daily value for vitamin D and just 5 grams of sugar into a 90-calorie snack.

Things that stand out:

• Lil Bucks nailed the eating experience. The bars deliver the nostalgic chew consumers expect from a crispy treat while adding a heartier, more satisfying crunch from sprouted buckwheat. The slightly nutty flavor gives the snack more character than the original lunchbox staple without sacrificing its comfort-food appeal.
• This is an ideal introduction to buckwheat for mainstream shoppers. Rather than asking consumers to sprinkle the seed onto yogurt or smoothie bowls, Lil Bucks is meeting shoppers with a familiar format that lowers the barrier to trial.
• Chocolate and Strawberry Shortcake are the clear winners of the lineup. Both flavors complement buckwheat’s toasted, earthy notes, while Birthday Cake, although fun visually, doesn’t quite deliver the same payoff.
• The ingredient list reflects the brand’s better-for-you ethos. Sprouted buckwheat is the first ingredient, supported by pea protein crisps, sunflower seed butter, olive oil, prebiotic acacia fiber and date syrup. The result is a treat that’s organic, naturally gluten-free and vegan without feeling overly functional.
• The refreshed branding is a major upgrade. Oversized typography, cheerful pastel color palettes and playful product photography give the line plenty of shelf presence while making buckwheat feel approachable instead of niche.
• The regenerative story gives the product meaningful differentiation. Buckwheat remains an underappreciated crop, and Lil Bucks continues to build a compelling case for its environmental benefits by sourcing from organic American farmers.

Things to consider:

• Buckwheat is still an unfamiliar ingredient for many shoppers. Even with a nostalgic format, Lil Bucks will likely need sampling and education to help consumers understand why they should choose it over conventional crispy treats.
• The crispy treat category has become increasingly crowded with better-for-you entrants. Lil Bucks’ regenerative sourcing and buckwheat-first positioning help it stand apart, but the brand will still need to convince consumers that buckwheat offers a more compelling experience than puffed rice.

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Fields Good Oatmeal Raisin Sleep Cookie

Fields Good is a new cookie brand founded by Ashley Fields – the daughter of Mrs. Fields founder Debbi Fields – and Kim Anderson, combining indulgent cookies with wellness-focused benefits for different occasions throughout the day. Available in three varieties at launch – Mocha Dark Chocolate Focus, Peanut Butter Protein Fuel and Oatmeal Raisin Sleep – the brand pairs classic cookie ingredients like real butter with functional ingredients like creatine, protein and L-theanine.

Each individually wrapped Oatmeal Raisin Sleep cookie contains 250mg of L-theanine and 3 grams of fiber. The cookies are available on the brand’s website for $47.50 per 10-pack.

Things that stand out:

• The packaging features a visually appealing modern aesthetic that combines a clean, premium design with clear wellness messaging and food photography that quickly communicate both taste and sleep-related benefits.
• The phrase “fuel your dreams” is a cute touch that reiterates the positioning of this specific flavor.
• The taste and texture of the Oatmeal Raisin cookie itself was spot-on, transporting us back to our grandmother’s kitchen. We can’t say we’re surprised though, considering the brand is the brainchild of Debbi Fields’ daughter!
• While we can’t necessarily say whether 250mg of L-theanine will be effective for other consumers, it did help send us off to dreamland.

Things to consider:

• The brand’s website calls out the fact that the Sleep Cookie is “cheaper than a sleep gummy subscription,” which may be true, but at approximately $4.75 per cookie, the price point may still be too steep for some consumers.
• While Fields Good says its functional claims are science-backed, there may still be skepticism about whether a cookie can genuinely help with sleep and look for greater explanation.

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