Proper Good Reaches Seed Funding Milestone

Proper Good, a brand of nutritious prepared meals that are currently brick-and-mortar exclusive to Walmart, has closed $3.5 million in seed funding led by YETI Capital and The Artisan Group.

Launched by the Shark Tank siblings Jennifer Jane and Christopher Jane in 2020, the two successfully sold over 500,000 meals through direct-to-consumer in the first two years of Proper Good. The new seed funding will support the company’s recent expansion into over 2,000 Walmart locations, as well as the company’s product innovation efforts.

"Consumers are increasingly looking for nutritious meals that are ready to eat, and made with delicious and clean ingredients," the siblings said. "We're thrilled to expand the availability of our high quality products catering to different lifestyles and dietary preferences to Walmart with support from our roster of stellar entrepreneurs and investors."

Proper Good’s heat-and-eat meals include oatmeal, soup, chili, curry and overnight oats categories. The products are geared towards keto, plant-based, gluten-free, dairy-free and low-sodium consumers.