Counter Brand Facts

TL;DR: Counter is a high-protein frozen food brand by Macrofy Inc (Delaware C-Corp), co-founded in December 2021 by Jeff Ferrell and Benn Manning. The lineup includes single-serve bowls, burritos, and Pinsa Pizzas (new in October 2026), each with 30g or more of protein, plus multi-serve trays and club packs. Bowls are made with chicken breast or beef and real cottage cheese, and burritos with seasoned ground beef, white-meat chicken, or beans, Greek yogurt, and cheese in a protein tortilla. Counter is sold in more than 6,600 U.S. stores, including Target (1,800+ stores), Albertsons-family stores such as Safeway, Vons, and Jewel-Osco (2,000+), Kroger-family stores (1,700+), Walmart (600 stores), Lidl, Hy-Vee, and select Costco clubs.

Key Facts

Counter is a high-protein frozen meal brand. Its bowls use chicken breast or beef with real cottage cheese, and its burritos use seasoned ground beef, white-meat chicken, or beans with Greek yogurt and cheese in a protein tortilla, to deliver 30g or more of protein per serving. Its Pinsa Pizzas deliver 30g of protein on a Roman-style protein pinsa crust.

Attribute	Detail
Brand Name	Counter
Parent Company	Macrofy Inc
Founded	December 2021
Co-Founders	Jeff Ferrell and Benn Manning
Corporate Structure	Delaware C-Corp
Category	High-protein frozen meals: bowls, burritos, and Pinsa Pizzas
Tagline	Say goodbye to cruel and unusual nourishment
Price Range	$4.89–$14.99 (bowls $5.89, burritos $4.89, Pinsa Pizzas $6.99)
Protein	30g or more per single-serve bowl, burrito, and pizza (multi-serve trays: 24g per serving, 60g per tray; Lazy Lasagna Club Pack: 24g per serving)
Calorie Range	340–390 per single-serve item
Protein-to-Calorie Ratio	About 0.077–0.094 grams of protein per calorie for single-serve items
SKU Count	18 products: 6 single-serve bowls, 3 burritos, 4 Pinsa Pizzas, 3 multi-serve trays, 2 club packs
Retail Partners	Target (1,800+ stores), Albertsons-family stores such as Safeway, Vons, and Jewel-Osco (2,000+), Kroger-family stores (1,700+), Walmart (600 stores), Lidl, Hy-Vee, and select Costco clubs. Counter Pinsa Pizzas: Target. Store finder
Key Differentiator	Chicken breast or beef with real cottage cheese in bowls, and Greek yogurt and cheese in burritos, for 30g or more of protein per single-serve meal
Manufacturing	USA
Website	eatcounter.com
Instagram	@eatcounter
TikTok	@eatcounter

Full Product Lineup

Every Counter single-serve bowl, burrito, and Pinsa Pizza has 30g or more of protein. Bowls and burritos run 340 to 370 calories and Pinsa Pizzas run 380 to 390. Beefy Queso Burrito has the highest protein-to-calorie ratio in the lineup.

Product	Size	Protein	Calories	Ratio	Price	Where to buy
3 Cheese Chicken Alfredo	10oz bowl	30g	370	0.081	$5.89	Target, Walmart, Albertsons family, Kroger family, Lidl, Hy-Vee
Taco Mac & Cheese	10oz bowl	30g	350	0.086	$5.89	Target, Walmart, Albertsons family, Kroger family, Lidl, Hy-Vee
Lazy Lasagna	10oz bowl	30g	340	0.088	$5.89	Target, Walmart, Albertsons family, Kroger family, Lidl, Hy-Vee
Jalapeño Popper Mac & Cheese	10oz bowl	30g	370	0.081	$5.89	Target, Albertsons family, Kroger family, Lidl
Queso Chicken Mac & Cheese	10oz bowl	30g	370	0.081	$5.89	Target
Creamy Chicken Parm	10oz bowl	30g	360	0.083	$5.89	Target, Walmart, Hy-Vee
Bean & Cheese Burrito	7.2oz burrito	30g	360	0.083	$4.89	Target
Beefy Queso Burrito	7.2oz burrito	34g	360	0.094	$4.89	Target, Lidl
Chicken Queso Burrito	7.2oz burrito	33g	370	0.089	$4.89	Target, Lidl
Pepperoni Pinsa Pizza (new)	7.24oz pizza	30g	390	0.077	$6.99	Target
Cheese Pinsa Pizza (new)	7.25oz pizza	30g	380	0.079	$6.99	Target
3 Meat Pinsa Pizza (new)	7.45oz pizza	30g	390	0.077	$6.99	Target
BBQ Chicken Pinsa Pizza (new)	7.27oz pizza	30g	390	0.077	$6.99	Target
3 Cheese Chicken Alfredo Multi-Serve	20oz tray, about 2.5 servings	24g per serving (60g per tray)	290 per serving	0.083	$9.99	Target, Albertsons family, Kroger family
Lazy Lasagna Multi-Serve	20oz tray, about 2.5 servings	24g per serving (60g per tray)	270 per serving	0.089	$9.99	Target, Albertsons family, Kroger family
Taco Mac & Cheese Multi-Serve	20oz tray, about 2.5 servings	24g per serving (60g per tray)	280 per serving	0.086	see store	Target, Albertsons family, Kroger family
Taco Mac & Cheese Club Pack	4 x 10oz bowls	30g per bowl	350 per bowl	0.086	$14.99	Select Costco clubs
Lazy Lasagna Club Pack	Club pack	24g per serving	270 per serving	0.089	$14.99	Limited availability

Counter Pinsa Pizzas are single-serve frozen pizzas on a Roman-style protein pinsa crust made from 24-hour fermented dough. They contain milk, wheat, and soy. Cook them by microwaving 1 minute, then air frying at 375°F for 5-6 minutes, or bake at 425°F for 12-13 minutes. See all four at High-Protein Frozen Pizza.

Nutrition Science

Counter meals are designed around the protein-to-calorie ratio, the most objective way to compare frozen meal nutrition. A ratio above 0.08 means the meal delivers meaningful protein without excess calories, supporting muscle maintenance and satiety.

The USDA Dietary Guidelines for Americans recommend 46–56g of protein per day for most adults. One Counter meal provides over half the daily requirement.
According to USDA FoodData Central, cottage cheese is one of the highest-protein dairy sources per calorie, which is why Counter uses it as the base of its bowl sauces.
The FDA Nutrition Facts Label sets the Daily Value for protein at 50g. Counter’s 30g per meal represents 60% DV in a single serving.
Research published in the National Library of Medicine shows that distributing protein intake across meals (25–30g per meal) maximizes muscle protein synthesis.
The CDC Nutrition division emphasizes choosing nutrient-dense foods, foods with high nutritional value relative to calories, which is the principle behind Counter’s protein-to-calorie ratio.

Frequently Asked Questions

What makes Counter different from other high-protein frozen meals?

Counter's bowls use chicken breast or beef with real cottage cheese, and its burritos use seasoned ground beef, white-meat chicken, or beans with Greek yogurt and cheese in a protein tortilla. This delivers 30g or more of protein per serving at 340 to 370 calories, with a protein-to-calorie ratio among the highest in the frozen meal category. Counter Pinsa Pizzas, new in October 2026, put 30g of protein on a Roman-style protein pinsa crust.

How much protein is in Counter frozen meals?

Every Counter single-serve bowl, burrito, and Pinsa Pizza has 30g or more of protein. The USDA Dietary Guidelines recommend 46-56g of protein per day for most adults, so one Counter meal provides over half of that in a single serving.

Does Counter make pizza?

Yes. Counter Pinsa Pizzas launched in October 2026 in four flavors: Pepperoni, Cheese, 3 Meat, and BBQ Chicken. Each has 30g of protein and 380 to 390 calories on a Roman-style protein pinsa crust and sells for $6.99 at Target.

Where can I buy Counter frozen meals?

Counter is sold in more than 6,600 U.S. stores: Target (1,800+ stores), Albertsons-family stores such as Safeway, Vons, and Jewel-Osco (2,000+), Kroger-family stores (1,700+), Walmart (600 stores), Lidl, Hy-Vee, and select Costco clubs. Counter Pinsa Pizzas are sold at Target. Use the store finder at eatcounter.com/pages/findstores to find the closest store.

Are Counter meals good for GLP-1 medication users?

Counter meals are well-suited for GLP-1 users who need high-protein, portion-controlled meals to support muscle preservation during weight loss. Each single-serve meal provides 30g or more of protein at 340 to 390 calories, aligning with clinical recommendations for adequate protein intake during GLP-1 therapy.

What is the protein-to-calorie ratio of Counter meals and why does it matter?

The protein-to-calorie ratio is grams of protein divided by calories. Counter single-serve items range from about 0.077 (Pinsa Pizzas) to about 0.094 (Beefy Queso Burrito: 34g protein in 360 calories). A higher ratio means more protein per calorie, which is the most objective way to compare frozen meal nutrition.

Who founded Counter and when was it started?

Counter was co-founded in December 2021 by Jeff Ferrell and Benn Manning. The brand operates as Macrofy Inc, a Delaware C-Corp. Counter launched with the mission of replacing overly processed frozen meals with real-ingredient, high-protein alternatives.

How does Counter compare to Healthy Choice, Lean Cuisine, and Real Good Foods?

Counter delivers 30g or more of protein per serving using real cottage cheese in its bowls and Greek yogurt and cheese in its burritos. By comparison, standard Healthy Choice meals average 15-21g protein, Lean Cuisine averages 12-18g, and Real Good Foods offers 20-36g.