Frozen food startup Counter has recently closed $1.2 million in seed funding and is preparing for its launch this summer in Sam’s Club stores across the country.
Founded by former Walmart merchants Jeff Ferrell and Benn Manning, Counter is a brand that collaborates with health and wellness content creators to create high-protein, low-calorie meals inspired by trending recipes on Instagram and TikTok. Their product range includes protein waffles, burritos, bowls, and chicken bites.
“Our goal is to give people the nutrition of a protein bar but with actual food,” said Mr. Ferrell, Chief Executive Officer. “Counter’s frozen meals and burritos have 30 grams plus of protein, which is unparalleled in the frozen foods aisle.”
Among the investors in Counter are executives from the consumer products industry, including Nick Greer, Nate Lord, Tara Housley, and several others.
“There is a lot of confusion about what is considered nutritious food,” said Mr. Lord, Chief Financial Officer of Goodles. “Many people get caught up on all the different micronutrients and allergens — it’s great to see a brand focus on the bigger picture of macronutrients and actual nutrition.”