Counter
Counter (Macrofy Inc) is a creator-led high-protein frozen meals brand founded in 2021 that sells pasta bowls, burritos, and protein tortillas delivering 30g protein per serving through US mass retail including Target and Kroger.
- Company typePrivate
- Founded2021
- HeadquartersBentonville, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Counter does
Counter (legally Macrofy Inc, a Delaware C-Corp headquartered in Bentonville, Arkansas) is a high-protein frozen meals brand founded in December 2021 by Jeff Ferrell (CEO) and Benn Manning (President and COO). The company produces single-serve pasta bowls, burritos, and protein tortillas that deliver approximately 30g of protein per serving at 310-370 calories. Its core technical differentiator is a proprietary cottage cheese and Greek yogurt-based protein formulation that replaces soy protein isolate and whey protein concentrate, achieving the highest protein-to-calorie ratios in the frozen meal category (8.1-8.8g protein per 100 calories) without the protein-powder aftertaste common in competitors. Supporting assets include a free registered-trademark Macro Calculator® that generates personalized daily protein, carb, and fat targets, and a free downloadable cookbook of 101 macro-balanced recipes.
Counter firmographics
Firmographics- Name
- Counter
- Legal name
- Macrofy Inc
- Website
- https://eatcounter.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Counter (Macrofy Inc) is a creator-led high-protein frozen meals brand founded in 2021 that sells pasta bowls, burritos, and protein tortillas delivering 30g protein per serving through US mass retail including Target and Kroger.
- Ownership category
- akta.pro rank
Counter industry classification
Industry- Product category
- High-Protein Frozen Meals
- NAICS
- Frozen Specialty Food Manufacturing (311412), Packaged Frozen Food Merchant Wholesalers (42442)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Frozen Prepared Meals & Entrées Wholesale (AFAIAHAG)
- akta.pro secondary industries
- Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates) (AFAJAHAC), Protein-Based Texturizers (Whey/Caseinates, Egg Proteins, Plant Proteins for Thickening) (AFAJAMAH)
Keywords
Where Counter is headquartered
LocationHeadquarters
- HQ city
- Bentonville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Counter business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Counter generates revenue through direct-to-consumer e-commerce sales via eatcounter.com, where customers purchase individual meals and multi-pack bundles at retail pricing. Single-serve bowls are priced at $5.89 and burritos at $4.89.
- Retail Distribution: Revenue flows through major retail partnerships including Target (1,650+ stores), Kroger (1,654 stores), Lidl, Costco (Texas locations), and Sam's Club. Retail pricing matches direct-to-consumer rates. Multi-serve and club pack options are available through retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-Serve Bowls - $5.89 per unit |
| Unit Pricing | Pay-as-you-go | Single-Serve Burritos - $4.89 per unit |
| Unit Pricing | Pay-as-you-go | Multi-Serve Trays - $9.99 per unit |
| Unit Pricing | Pay-as-you-go | Club Packs - $14.99 per unit |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels9 records
Counter product offering
Product offeringCore offering
Counter (Macrofy Inc) manufactures and sells a line of high-protein frozen meals and burritos formulated with cottage cheese and Greek yogurt as the primary protein sources in lieu of soy protein isolate or whey protein concentrate. Each single-serve entrée delivers approximately 30g of protein at 310-370 calories, marketed to fitness, macro-tracking, and GLP-1 user audiences via retail grocery and DTC e-commerce channels.
Product overview
Counter is a content creator-led high-protein frozen meals brand (Macrofy Inc, Delaware C-Corp, founded December 2021 by Jeff Ferrell and Benn Manning) that creates frozen meals from viral social media recipes. The product portfolio centers on single-serve frozen meals and burritos, each delivering approximately 30g protein at 310-370 calories. Core products include pasta bowls (Creamy Chicken Parm, Lazy Lasagna, Jalapeno Popper Mac & Cheese, Taco Mac & Cheese, 3 Cheese Chicken Alfredo, Queso Chicken Mac & Cheese), burritos (Bean & Cheese, Beefy Queso, Chicken Queso), and Protein Tortillas. Multi-serve and club-pack formats are available for select products. Supporting services include a free Macro Calculator for personalized nutrition planning and a free Cookbook with 101 macro-balanced recipes. The brand differentiates through cottage cheese and Greek yogurt-based sauces rather than soy protein isolate or whey concentrate, and distributes through Target (1,800+ stores), Kroger, Costco (Texas), Lidl, and Sam's Club, with expansion to Albertsons upcoming.
Differentiator
Problem solved
Functional benefit
Products and services
- Counter Creamy Chicken Parm High-protein single-serve frozen pasta meal with diced grilled white chicken, penne pasta, and mozzarella in a creamy tomato parmesan sauce made with real cottage cheese; delivers 30g protein at 360 calories per serving and is targeted at fitness and macro-tracking consumers shopping at retail and DTC.
- Counter Lazy Lasagna High-protein single-serve frozen lasagna meal containing 30g+ protein per serving at approximately 310 calories, made with cottage cheese-based sauce instead of protein powder fillers; leads all single-serve frozen meals in protein-to-calorie ratio at 0.100 (31g protein, 310 calories).
- Counter Jalapeno Popper Mac & Cheese High-protein single-serve frozen mac and cheese meal with jalapeno popper flavors; delivers 30g protein and 370 calories per serving, made with real cottage cheese instead of protein powder fillers.
- Counter Taco Mac & Cheese High-protein single-serve frozen meal combining seasoned ground beef with cheddar, pepper jack, and elbow macaroni in a creamy taco cheese sauce; delivers 30g protein at 340-350 calories per serving, made with real cottage cheese; holds a 4.59 average rating across 400+ Target.com reviews as of June 2026.
- Counter 3 Cheese Chicken Alfredo High-protein single-serve frozen pasta meal with chicken in a three-cheese alfredo sauce; delivers 30g protein and 370 calories per single-serve bowl, or 60g protein per tray in the multi-serve format.
- Counter Bean & Cheese Burrito High-protein frozen burrito made with refried beans, cheddar and monterey jack cheeses, green chiles, and enchilada sauce wrapped in a protein tortilla; delivers 30g protein and 360 calories per serving and was developed in partnership with creator Tom Walsh (@Stealth_Health_Life).
- Counter Beefy Queso Burrito High-protein frozen burrito featuring seasoned ground beef, queso cheese sauce, rice, and black beans in a flour tortilla; delivers 30g protein at 340 calories using cottage cheese protein instead of protein powder fillers.
- Counter Chicken Queso Burrito High-protein frozen burrito with seasoned chicken breast, queso cheese sauce, rice, and black beans in a flour tortilla; delivers 30g protein at 350 calories using cottage cheese protein instead of protein powder fillers.
- Counter Protein Tortillas High-protein tortillas created from content creators' most viral recipes; part of the brand's lineup of macro-friendly frozen foods and reviewed positively by Tony Coffey (@trainbloom) and other fitness creators.
- Counter Lazy Lasagna Multi-Serve Larger 20oz tray format of the Lazy Lasagna meal providing 60g protein per full tray; designed for family meals or those needing multiple servings; priced at $9.99 at Target and Kroger.
- Counter 3 Cheese Chicken Alfredo Multi-Serve Larger 20oz tray format of the 3 Cheese Chicken Alfredo providing 60g protein per full tray with 73g carbs and 21g fat; priced at $9.99 at Target and Kroger.
- Counter Lazy Lasagna Club Pack Bulk club-size packaging of Lazy Lasagna available at Costco and Sam's Club; contains 24g protein per serving at approximately 250 calories per serving, priced at $14.99.
Quantifiable outcome
- Counter holds 5 of the top 5 positions when single-serve frozen meals are ranked by protein-to-calorie ratio. Lazy Lasagna leads all single-serve frozen meals at 0.100 (31g protein, 310 calories)
- +3 more outcomes
Companies that use Counter
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Counter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Counter partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- TargetcorePrimary retail distribution partner with 1,650+ stores nationwide. Stocks full Counter product lineup including single-serve, multi-serve, and burrito formats. Key channel for customer acquisition and brand visibility.
- KrogercoreMajor grocery chain partner with 1,654 stores. Primary retail distribution partner alongside Target, providing shelf space and inventory for Counter products in frozen meals aisle.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Counter competitors and assessment
Company assessmentDirect peers
- Real Good Foods: Direct competitor in the high-protein, low-carb frozen meals category; sells frozen entrées through grocery and club channels and is frequently benchmarked against Counter on protein-to-calorie ratio (0.078).
- Vital Pursuit (Nestlé): Nestlé-launched high-protein frozen meal line positioned for GLP-1 users; targets the same macro-tracking, weight-management shopper as Counter with overlapping frozen entrée SKUs.
Broad incumbents
- Lean Cuisine (Nestlé): Incumbent frozen diet-meals brand from Nestlé with deep grocery distribution; competes head-to-head with Counter in the frozen meals aisle and is explicitly used as a protein-density benchmark (0.045-0.060).
- Healthy Choice (Conagra): Conagra-owned frozen diet meals brand with nationwide grocery presence; the Healthy Choice Max line competes directly with Counter on high-protein frozen entrées (0.079 protein-to-calorie ratio).
- Conagra Brands: Large packaged-food conglomerate and parent of Healthy Choice; sets frozen-aisle pricing, slotting dynamics, and promotional cadence that Counter must navigate across Target, Kroger, and Albertsons.
- Nestlé USA: Owns Lean Cuisine and Vital Pursuit; the most direct big-CPG rival in the high-protein frozen meal category, with the scale and trade-spend advantages Counter must outmaneuver.
Emerging players
- Factor (HelloFresh): Heat-and-eat prepared meal delivery brand; competes with Counter for the same time-constrained, macro-conscious consumer and is explicitly mentioned in Counter's customer reviews as a comparison point.
- BistroMD: Doctor-designed, portion-controlled prepared meal brand serving weight-management and GLP-1-style use cases; competes with Counter for calorie-controlled, high-protein meal occasions.
- Tattooed Chef: Frozen single-serve and multi-serve meals brand sold in grocery and club channels; overlaps with Counter's frozen entrée portfolio and retail distribution model.
Regional players
- Michelina's (Bellisio Foods): Value-priced frozen entrée brand widely distributed in U.S. grocery and club channels; competes with Counter on price point and frozen-meal occasion but not on protein density.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Counter social profiles
Digital presenceCounter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Counter leadership team
Management profileNumber of profiles
Profiles2 records
Counter funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Counter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Counter
What does Counter do?
Counter (Macrofy Inc) manufactures and sells a line of high-protein frozen meals and burritos formulated with cottage cheese and Greek yogurt as the primary protein sources in lieu of soy protein isolate or whey protein concentrate. Each single-serve entrée delivers approximately 30g of protein at 310-370 calories, marketed to fitness, macro-tracking, and GLP-1 user audiences via retail grocery and DTC e-commerce channels.
Is Counter a public or private company?
Counter is a private company. It is classified as venture growth investor backed and is currently operating.
When was Counter founded?
Counter was founded in 2021. It employs 1 to 10 people.
Where is Counter based?
Counter is headquartered in Bentonville, United States, in the North America region.
How does Counter make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are retail Distribution.
Who are Counter's main competitors?
Direct peers on record are Real Good Foods and Vital Pursuit (Nestlé). Broad incumbents are Lean Cuisine (Nestlé), Healthy Choice (Conagra), Conagra Brands and Nestlé USA. Emerging players are Factor (HelloFresh), BistroMD and Tattooed Chef. Michelina's (Bellisio Foods) is listed as a regional player.
Does Counter have an API?
No public API is recorded for Counter.
What industry is Counter in?
Counter's product category is High-Protein Frozen Meals. Its primary akta.pro industry code is AFAIAHAG, Frozen Prepared Meals & Entrées Wholesale, with a secondary code of AFAJAHAC, Dairy Protein Ingredients (Whey, Casein/Caseinates, Milk Protein Concentrates/Isolates). Its NAICS code is 311412 and its SIC code is 2000.