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Founded Year



Angel | Alive

Total Raised


Last Raised

$1.2M | 1 yr ago

About Counter

Counter operates as a frozen food nutrition brand that develops and sells macro-balanced frozen foods in grocery stores and warehouse clubs. Its products include protein tortillas, chicken bites, burritos, protein waffles and bowls. The company was founded in 2021 and is based in Bentonville, Arkansas.

Headquarters Location

Bentonville, Arkansas, 72712,

United States



Latest Counter News

Former Walmart buyers launch frozen food startup

Apr 11, 2023

Photo: Counter BENTONVILLE, ARK. — Frozen food startup Counter has closed $1.2 million in seed funding ahead of its launch in Sam’s Club stores across the country this summer. Counter was founded by former Walmart merchants Jeff Ferrell and Benn Manning. The brand partners with health and wellness content creators to develop high-protein, low-calorie meals inspired by popular recipes on Instagram and TikTok. Products include 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.” Investors include consumer products industry executives Nick Greer, Nate Lord, Tara Housley and 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.” Enjoying this content? Learn about more disruptive startups on the Food Entrepreneur page.

Counter Frequently Asked Questions (FAQ)

  • When was Counter founded?

    Counter was founded in 2021.

  • Where is Counter's headquarters?

    Counter's headquarters is located at Bentonville.

  • What is Counter's latest funding round?

    Counter's latest funding round is Angel.

  • How much did Counter raise?

    Counter raised a total of $1.2M.

  • Who are the investors of Counter?

    Investors of Counter include Nate Lord, Tara Housley and Nick Greer.

  • Who are Counter's competitors?

    Competitors of Counter include Frizata and 4 more.


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