Distribution of products from Counter, the Bentonville, Arkansas-headquartered high-protein, low-calorie, clean label frozen foods company, scaled from 259 to 1,000 Target stores across the USA last week. The expanded rollout includes six macrowaveable meals and burritos — each bosting 30-plus grams of protein.
“Unlike prior unsustainable diet fads such as Keto, Paleo and fake inedible meat, higher protein diets are here to stay. We consider Counter a protein company for people who want to eat better, build muscle, and feel full — without giving up the comfort foods they love,” said Jeff Ferrell, co-founder of Counter. “That includes the 30 million Americans who will be on GLP-1s by 2030.”
With over 40% of US adults classified as obese and 70% considered to be overweight, and prescriptions for GLP-1 drugs like Ozempic and Wegovy skyrocketing, the need for food that complements these medications is critical. GLP-1s are effective at reducing appetite — but there’s a downside. Recent studies show patients can lose as much as 40% of their weight from lean muscle mass unless they actively consume more protein.
That’s where Counter steps in.
Each Counter meal and burrito is portion-controlled, and centered around 30g+ of protein — with calories low enough to work for both the macro-conscious and those managing reduced appetites. The brand’s current meals lineup at Targetincludes Taco Mac & Cheese, Jalapeño Popper Mac & Cheese, Lazy Lasagna, and 3 Cheese Chicken Alfredo. Additionally, Beefy Queso Burrito and Chicken Queso Burrito are on the menu.
“We use straightforward ingredient hacks that pack in protein without sacrificing taste,” said Ferrell. “We start with lean ground beef and real chunks of chicken breast, then blend cottage cheese into our sauces to create a creamy, protein-rich base. The result is indulgent comfort food that actually fits your goals.”
Originally launched in just 35 Target stores in October of 2023, Counter’s rapid expansion reflects increasing retail demand for solutions that serve both fitness-forward and medically-driven shoppers — without sacrificing flavor.
