Proper Good

What Proper Good does

Proper Good, Inc. is a Bozeman, Montana-based consumer packaged goods company founded in 2019 that produces shelf-stable, fully cooked, ready-to-eat meals requiring no refrigeration and heating in 90 seconds. Its product portfolio spans three categories — overnight oats (Peanut Butter Cup, Apple Cinnamon, Cinnamon Roll, Mocha), soups (Creamy Chicken, Southwest Chili, Tomato Basil, Jamaican Jerk Chicken, Thai Red Curry, Pepperoni Pizza, among others), and pasta/mac and cheese (Chicken Alfredo, Meatball Marinara, three mac variants). All meals feature clean ingredients, 14-20g of protein per serving, and dietary-positioning including gluten-free, plant-based, keto, and low-sodium options.

The company operates a dual-channel go-to-market: direct-to-consumer e-commerce on eatpropergood.com offering one-time purchase and monthly subscription (25% off first order, 15% off subsequent, free shipping over $35, 30-day money-back guarantee), paired with physical retail distribution across 15+ chains led by Walmart (2,500+ stores), Target, Thrive Market, iHerb, Instacart, and regional grocers. Revenue is generated through transactional retail sales, one-time DTC purchases, and recurring subscription orders. Marketing spans Instagram, Facebook, YouTube, an ambassador/affiliate program, and earned media from a Shark Tank Series 13 Episode 2 appearance where the founders received endorsements from all five Sharks. The company has raised roughly $7.6M across four rounds (2020-2025) from investors including Artisan Group, YETI Capital, XRC Ventures, Social Starts, and Stardust Ventures, and is led by co-founders Christopher Jane (CEO) and Jennifer Jane (CMO) with a lean 1-10 person team.

Name

Proper Good

Legal name

Proper Good, Inc.

Website

https://eatpropergood.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Proper Good is a Bozeman, Montana-based CPG company founded in 2019 that sells shelf-stable, ready-to-eat meals (overnight oats, soups, pastas, mac and cheese) with clean ingredients, distributed direct-to-consumer via subscription and through 2,500+ Walmart and 15+ other retail chains in the United States.

Ownership category

akta.pro rank

Product category

Ready-to-Eat Packaged Meals

NAICS

Frozen Specialty Food Manufacturing (311412), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Shelf-Stable Prepared Meals & Heat-and-Eat Retail (CRAHAJAF)

akta.pro secondary industry

Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged) (CRADAAAJ)

Keywords

• Shelf-stable ready meals
• High-protein soups
• Overnight oats
• Healthy pasta meals
• Convenient meal kits

Headquarters

HQ city

Bozeman

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases and subscription orders through company website eatpropergood.com. Subscriptions offer 25% off first order and 15% off future orders with delivery every 4 weeks.
2. Retail Distribution: Products sold through major retail partners including Walmart, Target, and 13 other grocery chains across the United States.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Proper Good manufactures and sells fully cooked, shelf-stable ready-to-eat meals that require no refrigeration and can be heated and served in 90 seconds. Its product portfolio centers on three categories: protein-packed overnight oats (15g whey protein), soups (chicken, chili, tomato basil, Thai curry, jerk, etc.), and pasta/mac & cheese dishes, all formulated with clean, recognizable ingredients and sold via direct-to-consumer subscriptions and one-time purchases online and through major grocery retailers.

Product overview

Proper Good is a direct-to-consumer ready-to-eat meal company offering shelf-stable, fully cooked meals. The product portfolio centers on three main categories: Overnight Oats (including Peanut Butter Cup, Apple Cinnamon, Cinnamon Roll, and Mocha flavors with 15g protein each), Soups (including Creamy Chicken, Southwest Chili, Tomato Basil, Jamaican Jerk Chicken, Thai Red Curry, and Pepperoni Pizza varieties), and Pasta/Mac & Cheese dishes (including Chicken Alfredo, Meatball Marinara, and three Mac & Cheese variants). All meals are shelf-stable, require no refrigeration, and are ready in 90 seconds. The company also offers accessories like the Overnight Oats Jar Kit and Travel Bag, and the Light Green Spoon. Products are available through direct subscription via the website and in major retail stores including Walmart, Target, Thrive Market, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Peanut Butter Cup Overnight Oats Shelf-stable overnight oats with 15g grass-fed whey protein in a chocolate peanut butter flavor, ready in 90 seconds. Targeted at health-conscious consumers seeking a quick, high-protein breakfast.
• Apple Cinnamon Overnight Oats Shelf-stable overnight oats with 15g grass-fed whey protein featuring apples and cinnamon, ready in 90 seconds. Targeted at consumers wanting a quick, nutritious breakfast.
• Cinnamon Roll Overnight Oats Overnight oats with cinnamon roll flavor and 15g protein, shelf-stable and ready in 90 seconds.
• Mocha Overnight Oats
• Creamy Chicken Soup
• Southwest Chili Soup
• Tomato Basil Soup
• Jamaican Jerk Chicken Soup
• Thai Red Curry Soup
• Pepperoni Pizza Soup
• Chicken Alfredo Pasta
• Meatball Marinara Pasta
• Spicy Cheddar Mac & Cheese
• Bacon Cheddar Mac & Cheese
• Original Cheddar Mac & Cheese
• Overnight Oats Jar with Lid and Travel Bag
• Light Green Spoon (Happy Spoon)

Quantifiable outcome

• Products available in over 2,500 Walmart locations
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WalmartcoreChannel Partner/ Reseller/ DistributorPrimary retail partner with over 2,500 store locations. Proper Good products are prominently featured with a free meal rebate offer for new in-store customers via Venmo.
• TargetcoreChannel Partner/ Reseller/ DistributorMajor national retail chain distribution partner for Proper Good products.
• Thrive MarketminorChannel Partner/ Reseller/ DistributorHealth-focused retailer partner, aligning with Proper Good's clean ingredients positioning.
• iHerbminorChannel Partner/ Reseller/ DistributorHealth and wellness specialty retailer partner.
• InstacartminorChannel Partner/ Reseller/ DistributorOnline grocery delivery platform partner for convenient home delivery.
• Hy-Vee, Aldi, Giant Eagle, United Supermarkets, Albertsons Markets, Market Street, Market District, Wegmans, Grocery Outlet, CubminorChannel Partner/ Reseller/ DistributorRegional grocery chain partners across the United States providing broad geographic retail distribution.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

• YouTubeyoutube.com/channel/UCxY-u-sa3rlegfvptoSiHTg
• Facebookfacebook.com/eatpropergood
• Instagraminstagram.com/eatpropergood
• Xx.com/eatpropergood

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors6 records

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 Proper Good