With a new startup, former Walmart buyers enter the frozen food sector.
Counter, a business selling frozen food, has just secured USD1.2m in initial funding and is getting ready to launch this summer in Sam’s Club locations around the US.
The high-protein, low-calorie meals produced by the Counter brand, which was founded by former Walmart employees Jeff Ferrell and Benn Manning, are inspired by popular recipes from Instagram and TikTok. Protein waffles, burritos, bowls, and chicken pieces are among the items they sell.
Executives from the consumer products sector, including Nick Greer, Nate Lord, Tara Housley, and several others, are among the investors in Counter.
“Plant-based meat is inhumane . . . to humans,” said Counter Co-founder and CEO Jeff Ferrell. “We are committed to using REAL meat in our food because that is what tastes good to Americans. We are giving people the nutrition of a protein bar but with actual food. Counter’s frozen meals and burritos have 30g+ of protein, which is unparalleled in the frozen foods aisle.”
Find out more at: https://eatcounter.com/