Mrs. Fields Famous Brands

What Mrs. Fields Famous Brands does

Mrs. Fields Famous Brands, operating through its legal entity Mrs. Fields Gifting and Licensing, LLC, is a privately held American gourmet cookie and gift company headquartered in Salt Lake City, Utah, with 501-1,000 employees. The company sells an exclusively designed portfolio of soft-baked cookies — anchored by its signature Nibblers® bite-sized cookie line in flavors including Semi-Sweet Chocolate Chip, Triple Chocolate, White Chocolate Chip, Oatmeal Raisin, and Cinnamon Sugar — packaged in gift tins, boxes, baskets, crates, and towers, and produced under a fresh-baked-to-order fulfillment model with specialized packaging (developed in a 20+ year partnership with Vana Specialty Packaging) intended to preserve quality during nationwide shipping. The offering also includes adjacent categories such as coffee cakes, fresh fruit gifts, chocolate-covered strawberries, Rice Krispie Treats, and Belgian chocolate-covered pretzels, with Kosher certification on applicable products. Selected SKUs range from a 12-Nibbler Sampler Box at $11.99 to a 126-Nibbler Cookie Basket at $109.99, and the company also offers a Treat of the Month subscription for recurring deliveries.

The business operates four revenue streams: direct e-commerce sales through mrsfields.com with standard and expedited nationwide shipping (free over $50), a dedicated corporate gifting program with a 1-888-COOKIES sales team handling custom logo cookies (minimum 16 dozen) and custom tins (minimum 40 units) with volume discounts, brand licensing and gifting royalties through Mrs. Fields Gifting and Licensing, LLC, and franchise royalties from qualified operators opening retail locations. The customer base is split between individual gift buyers purchasing for personal occasions (birthday, anniversary, thank you, sympathy, congratulations) and corporate buyers purchasing for employee appreciation, client gifts, and events. Marketing is conducted through owned e-commerce, an occasion-based content and merchandising structure, and a multi-platform social presence (Facebook, Instagram, Pinterest, Twitter, TikTok), with phone-based customer support and store-locator-driven retail traffic. Leadership includes CEO Nelson Tejada and President/CEO Tim Casey.

Name

Mrs. Fields Famous Brands

Legal name

Mrs. Fields Gifting and Licensing, LLC

Website

https://mrsfields.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Private American gourmet cookie and gift company selling signature Nibblers bite-sized cookies, gift tins, baskets, and custom corporate gifts via DTC e-commerce, franchise retail, and direct sales nationwide to consumers and corporate buyers.

Ownership category

akta.pro rank

Product category

Gourmet Cookies and Gift Baskets

NAICS

Baked Goods Retailers (445291), Sugar and Confectionery Product Manufacturing (3113), Other Specialty Food Retailers (44529)

SIC

Cookies & Crackers (2052)

akta.pro primary industry

Specialty Food Gift Shops & Hampers (CRAHAGAN)

akta.pro secondary industry

Cookie & Brownie Shops (THAFAGAF)

Keywords

• Gourmet cookies
• Gift baskets
• Corporate gifting
• Cookie delivery
• Baked goods

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Consumer direct purchases through mrsfields.com website. Products sold as individual items (tins, boxes, baskets, crates) ranging from $11.99 to over $100. Standard and expedited shipping options available.
2. Corporate Gifting Program: Bulk and custom corporate orders with dedicated sales support via 1-888-COOKIES. Volume discounts for large orders. Custom logo cookies (minimum 16 dozen) and custom tins (minimum 40 units).
3. Licensing Activities: Brand licensing and gifting activities through Mrs. Fields Gifting and Licensing, LLC. Includes partnerships for gifting and licensing in food and beverage sector.
4. Franchise Revenue: Franchise model for qualified operators to open Mrs. Fields retail locations. Franchise opportunity marketed through mrsfieldsfranchise.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mrs. Fields Famous Brands designs, produces, and ships gourmet fresh-baked cookies and complementary treats (Nibblers® bite-sized cookies, coffee cakes, fresh fruit gifts, Rice Krispie treats, chocolate-covered pretzels) packaged as gifts in tins, boxes, baskets, crates, and towers for direct-to-consumer and corporate gifting. Orders are placed via the mrsfields.com e-commerce store, phone (1-800/1-888 COOKIES), or company-owned and franchise retail locations, with nationwide shipping and custom logo/tin options for corporate customers.

Product overview

Mrs. Fields Famous Brands operates as a gourmet cookie and gift company with a diverse portfolio centered around its signature Nibblers® Bite-Sized Cookies. The core offering comprises various packaging formats including Signature Gift Tins (red iconic tins in sizes from 12 to 72 cookies), Gift Boxes (Crimson, Gold, Silver mini boxes), Gift Baskets & Crates (wicker baskets and wooden crates), and Gift Towers (stacked arrangements). Complementary products include Coffee Cakes (6 flavor varieties in 8" and 10" sizes), Fresh Fruit Gifts (hand-dipped chocolate-covered strawberries), Rice Krispie Treats, and Chocolate Covered Pretzels. Custom corporate gifting services allow logo-printed cookies (minimum 16 dozen) and custom tins (minimum 40 units). The company also offers a Treat of the Month subscription for recurring deliveries. Products range from under $30 to over $100, with offerings organized by occasion (Birthday, Thank You, Congratulations, Thinking of You, Anniversary) and dietary options (Kosher, Gluten-Free).

Differentiator

Problem solved

Functional benefit

Products and services

• Nibblers® Bite-Sized Cookies Mrs. Fields' signature bite-sized cookie product line in five classic flavors, individually wrapped in protective packaging to preserve freshness during shipping. Sold directly to consumers and used as the foundational product across all gift formats.
• Signature Gift Tins Iconic red cookie tins filled with assorted Nibblers® cookies, available in sizes from 12 to 72 cookies, with themed decorative sleeves for occasions such as Birthday, Thank You, Congratulations, and Summer.
• Gift Boxes Gourmet gift boxes containing assortments of cookies and treats, including mini boxes in Gold, Silver, and Crimson variants for gifting occasions.
• Gift Baskets & Crates Gourmet gift baskets and wooden crates filled with assorted cookies and treats, including Deluxe Signature Crates with ribbon finishing for premium gifting.
• Gift Towers Expertly hand-arranged gift towers featuring cookies and treats stacked vertically, including the Fruitfully Gift Tower.
• Coffee Cakes Gourmet coffee cakes available in multiple flavors including Apple Cinnamon Walnut, Blueberry, Cinnamon Walnut, Double Chocolate Walnut, Lemon Poppyseed, Pineapple Coconut, and Red White & Blue (seasonal), in 8-inch and 10-inch sizes.
• Fresh Fruit Gifts
• Rice Krispie Treats
• Chocolate Covered Pretzels
• Custom Corporate Gift Program Corporate and bulk ordering service for businesses, with customization options including company logos, personalized messages, and custom-printed lids or fully printed boxes in 4 different sizes. Includes custom logo cookies (minimum 16 dozen) and custom tins (minimum 40 units), with volume discounts and a dedicated sales team at 1-888-COOKIES.
• Treat of the Month Subscription Monthly treat delivery subscription offering up to a full year of monthly deliveries with free shipping included for upfront purchases.

Quantifiable outcome

• 12-day shelf life ensuring product freshness from bake date
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Vana Specialty PackagingcoreStrategic or Co-development Partner · 1 January 2003Over 20-year partnership (since 2003) providing customized packaging solutions for Mrs. Fields Cookies gifting and licensing activities. Collaboration has evolved to address seasonal variations, merchandising strategies, and operational feedback, with iterative improvements to materials and structures over time. Partnership has enabled adaptation to industry shifts toward more sustainable packaging practices.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cheryl's Cookies: Cheryl's is a direct competitor selling gourmet cookies, brownies, and dessert gifts via D2C e-commerce and corporate gifting programs. Operated as part of the 1-800-Flowers gifting platform, it overlaps Mrs. Fields across product (bite-sized cookies), occasion-based gifting, and corporate customization.
• Cookies by Design: Cookies by Design is a direct competitor in cookie bouquet and gift cookie delivery, with franchise and corporate gifting channels. Highly comparable business model to Mrs. Fields in cookie-shape gifting, occasion merchandising, and franchise-plus-D2C mix.
• Edible Arrangements: Edible Arrangements is a direct peer in fresh/curated food gifting, with D2C, franchise, and corporate gifting channels. While its core product is fresh fruit arrangements (also offered by Mrs. Fields), it competes head-to-head for occasion-based gifting dollars and franchise operator share.
• Harry & David: Harry & David is a direct peer in premium gourmet gift baskets and towers delivered nationwide. Overlaps with Mrs. Fields on gift basket format, occasion-based catalog, corporate gifting, and luxury price-tiered offerings.
• The Popcorn Factory: The Popcorn Factory is a direct peer in gourmet snack gifting, operating D2C e-commerce with nationwide shipping, gift tins/towers/baskets, and corporate gifting. Highly comparable to Mrs. Fields on occasion-driven assortment, packaging-led gifting, and price-tiered catalog.

Broad incumbents

• 1-800-Flowers.com: 1-800-Flowers.com is a broader occasion-based gifting incumbent (flowers, gourmet foods including Cheryl's Cookies, gift baskets) serving the same consumer occasions Mrs. Fields targets. It is a key competitive overlap in the corporate and consumer gifting funnel, with a much wider category portfolio.
• See's Candies: See's Candies is a long-standing American confectionery gifting brand with nationwide retail, seasonal gift assortments, and direct online ordering. Comparable to Mrs. Fields on legacy brand recognition, occasion-driven purchase occasions, and gift-pack presentation.
• Fannie May Fine Chocolates: Fannie May is a premium chocolate and confectionery gifting brand with D2C and retail. Comparable to Mrs. Fields in the premium sweet-gift category, occasion merchandising, and brand-led packaging for gifting.
• Omaha Steaks: Omaha Steaks is a premium food gifting incumbent with D2C nationwide shipping, gift baskets, and corporate gifting programs. Comparable to Mrs. Fields as a peer in premium food gifting, multi-tier pricing, and corporate bulk ordering with customization.

Others

• David Austin Roses: David Austin Roses sells premium fresh flower and gift deliveries nationwide via D2C, including gift bundles. Comparable to Mrs. Fields as an adjacent player in the occasion-based premium gifting delivery category, competing for similar gifting occasions but with a different core product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mrsfields
• Facebookfacebook.com/mrsfieldscookies
• Instagraminstagram.com/mrsfieldscookies
• Pinterestpinterest.com/mrsfields
• TikToktiktok.com/@mrsfields_cookies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mrs. Fields Famous Brands