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.”

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