Counter Expands to 1,000 Stores Nationwide with High-Protein Frozen Meals Designed for GLP-1 Era

Counter, a high-protein, low-calorie, clean label frozen foods company, scaled from 259 to 1,000 Target stores nationwide last week. The expanded rollout includes six macro-friendly frozen meals and burritos — each with 30+ grams of protein — built for the GLP-1 era and beyond.

“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 more than 40 percent of US adults classified as obese and 70 percent classified as overweight and prescriptions for GLP-1 drugs like Ozempic and Wegovy skyrocketing, the need for real food that complements these medications has never been more critical. GLP-1s are effective at reducing appetite — but there’s a downside. Recent studies show patients can lose as much as 40 percent 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 chef-created, portion-controlled and centered around 30 g+ of protein — with calories low enough to work for both the macro-conscious and those managing reduced appetites. The brand’s current Target lineup includes:

Meals: Taco Mac & Cheese, Jalapeño Popper Mac & Cheese, Lazy Lasagna and 3 Cheese Chicken Alfredo

Burritos: Beefy Queso Burrito and Chicken Queso Burrito

What makes these recipes stand out is their origin story — they first went viral on TikTok and Instagram from recipe creators and Counter investors Tom Walsh (@Stealth_Health_Life) and Danielle Lima (@OhSnapMacros). Counter has taken this social media virality and made them accessible in the frozen food aisle.

“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.”

Dr. Spencer Nadolsky, board-certified obesity specialist and Counter investor, explains why he recommends these meals to his patients:

“Counter has developed meals that are not only healthy for my patients but also tasty! My patients love them.”

Originally launched in just 35 Target stores in October 2023, Counter’s rapid expansion reflects increasing retail demand for solutions that serve both fitness-forward and medically driven shoppers — without sacrificing flavor.