Food Entrepreneur AUSTIN, TEXAS — Ready-to-eat meal startup Proper Good, Inc., Austin, is accelerating product development, expanding operations and enhancing customer offerings after it secured additional funding in the fourth quarter of 2024. The funding was backed primarily by internal investors and board members to drive growth not only in retail, but also to introduce the company to new households in 2025.

“This support empowers us to bring an even wider variety of delicious, easy meals to Walmart shelves in 2025 — making mealtime a breeze for everyone," said Christopher Jane, co-founder and chief executive officer of Proper Good.

The startup was founded in 2020 by siblings Jennifer and Christopher Jane as a direct-to-consumer company. The founders were inspired to build a “modern Campbell’s” with the launch of their company.

The company produces such ready-to-eat products as oatmeal, soups, chilis and curries. Offerings also include plant-based, gluten-free and ketogenic options that are packaged in transparent pouches that are flexible and microwave-safe.

To prepare the products, consumers put them in the microwave for 90 seconds.

Proper Good’s most recent funding round in November 2022 raised $3.5 million in seed funding.

That round, led by YETI Capital and The Artisan Group, supported growth across the company’s e-commerce and retail channels. The round also supported the company’s expansion into more than 2,000 Walmart Supercenter stores nationwide.

The startup aired on “Shark Tank” in October 2022, which ended in a deal from Mark Cuban. Cuban offered $400,000 in exchange for a 20% stake, valuing the business at $2 million.


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