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PhoLicious, as featured in episode 08 of Season 16 of Shark Tank, is a company that makes instant Vietnamese pho soup kits. It was started by Anh Trousdale, a former emergency room nurse, and her husband Joseph.
They missed their regular pho dinners when the COVID-19 pandemic closed restaurants, so they decided to create a quicker way to enjoy this traditional dish at home.
The soup kits are easy to prepare, including rice noodles, a special bouillon made from real beef and chicken, and spices in a tea bag. Each kit also has hoisin sauce, sriracha, dried green onion, and chopsticks. They offer beef, chicken, and vegetarian options.
PhoLicious began as a small side business on Amazon in 2021. By 2022, they had expanded to Walmart and Sam’s Club stores. In 2023, they won a competition with H-E-B, a grocery store chain, which helped them grow even more. Now, PhoLicious products are available online and in many major stores across the United States.
Anh and Joseph are dedicated to maintaining the authentic flavors of Anh’s family recipe while making pho more accessible to everyone.
What Is PhoLicious?
PhoLicious is a brand that offers instant Vietnamese Pho noodle soup, bringing the authentic flavors of Vietnam to your table. Each pack includes ingredients like real beef tallow for a rich broth and spices such as star anise, fennel, cloves, cinnamon, and coriander, inspired by Mamma Thu’s family recipe.
PhoLicious comes with hoisin, sriracha, dried green onion, and chopsticks for a complete pho experience. PhoLicious aims to provide a restaurant-quality flavor in minutes, making it a convenient alternative to traditional ramen.
Who is the Founder of PhoLicious?
The founders of PhoLicious are Joseph and Anh Trousdale. Their journey began when Anh was just six years old, as they left Vietnam and faced numerous challenges, including pirate attacks, before finding refuge in the United States in the late 1980s. They eventually settled in St. Louis, Missouri, where Anh pursued a nursing education.
Anh met Joseph in 2004, and they married in 2008. By 2013, they had settled in Texas. The idea for PhoLicious emerged during the 2020 pandemic when pho restaurants were closed, and Anh saw an opportunity to share her family’s beloved pho recipe with the world.
Teaming up with her mother, Mamma Thu, they created an authentic instant pho that could be prepared in minutes.
The family worked hard to ensure their product captured the rich, authentic flavors they cherished and used only high-quality ingredients. Their dedication to quality and tradition led to the creation of PhoLicious, bringing authentic Vietnamese pho to homes everywhere.
PhoLicious Shark Tank Presentation
Founders: Joseph and Anh Trousdale
Company: PhoLicious – Pre-packaged Authentic Vietnamese Soup
Investment Seeking: $500,000 for 10% equity
Final Deal: $500,000 for 15% equity
Shark with Deal: Kevin O’Leary
Joseph and Anh Trousdale appeared on Shark Tank to introduce PhoLicious, an instant version of Vietnamese pho. Their goal was to bring the authentic taste of pho to American households, offering a quick and convenient experience with rich flavors from a family recipe.
Product Highlights:
- Unique Selling Point: Each bowl includes a “pho tea bag” with spices like cinnamon, cloves, and star anise for an authentic taste.
- Production Cost: $1.75 per bowl, sold wholesale for $3.89, and retails for $5.48.
- Sales Growth:
- 2021: $68,000
- 2022: $438,000
- 2023: $2.1 million
- Projected 2025: $5-6 million
Current Distribution:
- Available in 133 Sam’s Club stores and 250 Walmart locations, with plans to expand to 107 more Sam’s Clubs.
Business Operations:
- Based in a 47,000-square-foot facility in Houston, Texas, handling manufacturing and distribution.
Founders’ Sacrifice:
Joseph and Anh sold their house for $250,000 to fund their business expansion, impressing the Sharks with their dedication and growth from a small 1,700-square-foot space.
Sharks’ Questions and Offers
Kevin O’Leary: Recognized potential in scaling distribution and offered $500,000 for 20% equity, promising to triple their distribution in 60 days.
Daniel Lubetzky: Leveraged his 30 years of food industry experience and matched Kevin’s offer of $500,000 for 20% equity.
Lori Greiner and Robert Herjavec: Both exited the negotiations, with Lori acknowledging better offers from other Sharks and Robert expressing unfamiliarity with pho but appreciating the product.
Mark Cuban: Concerned about the business’s reliance on shelf space and potential challenges in price-competitive stores, leading him to exit the negotiations.
Negotiations and Final Deal
- Counter Offer by Entrepreneurs: Joseph and Anh proposed 12% equity for the $500,000 investment.
- Responses:
- Daniel Lubetzky: Declined the counteroffer, citing the significant effort required from his team.
- Kevin O’Leary: Agreed to a middle ground, offering $500,000 for 15% equity.
Outcome:
Joseph and Anh accepted Kevin O’Leary’s offer, securing a deal for $500,000 in exchange for 15% equity, thus achieving their goal on Shark Tank.
What Happened To PhoLicious After Shark Tank?
The sales of PhoLicious skyrocketed after the episode aired. Even though the deal was finalized on the show, it will take time to process the due diligence.
A year before an appearance on the show, Anh and Joseph didn’t have much financial support, so they poured all their time and energy into PhoLicious. Their dedication paid off when they won the Big Ticket at the QVC THE BIG FIND contest in 2021.
The following year, they got the chance to present their product at the Walmart Open Call. Success followed, and soon, their Pho was available in Sam’s Clubs and Walmart stores.
Teaming up with Walmart allowed them to expand production, and they took the opportunity to relocate to Houston. Initially, their product was in 50 Sam’s Clubs and over 240 Walmart locations, but it quickly grew to over 150 Sam’s Clubs and about 450 Walmart stores.
In February 2023, they entered the H-E-B Quest for Texas Best competition. Their impressive pitch and product won them the Grand Champion title, $35,000, free groceries for a year, and a deal to feature their product in all Texas-based H-E-B stores! Within nine months, their sales at H-E-B exceeded a million dollars, earning them the belt buckle award.
From selling 8 bowls a day to over 8,000, PhoLicious has made significant progress! They now offer three flavors: Vegetarian, Chicken, and Beef. You can buy a bundle of four bowls for $25 or a single packet at H-E-B for $4.28 each. They plan to introduce ramen in March 2025 across 323 H-E-B locations in Texas and Mexico.
PhoLicious is also committed to giving back to the community. They partnered with Fire Department Coffee to donate over 2,000 bowls of Pho to support the YMCA and Louisiana Cajun Navy during the Southern California Wildfires in 2025.
PhoLicious Shark Tank Update
After appearing on Shark Tank, PhoLicious saw a significant increase in sales. Since the episode was filmed, you can now find PhoLicious products in over 450 Walmart stores and 150 Sam’s Club locations across the United States.
In the late fall of 2024, PhoLicious participated in the Walmart Open Call as a mentor. During this event, they shared their journey and insights from their 2022 experience, highlighting their growth and recognition in the industry.
The future looks promising for PhoLicious. They offer instant pho bowls because they use dehydrated ingredients, allowing you to prepare a delicious meal in just five minutes. The broth is flavorful and authentic, thanks to a secret ingredient from Anh’s mother.
You can purchase PhoLicious online on Amazon or in stores like Walmart, Sam’s Club, and H-E-B. The affordable product provides a quick, authentic meal option for busy families.
What is the Net Worth of PhoLicious?
PhoLicious’ valuation was $5 million before its appearance on Shark Tank. The net worth of PhoLicious is estimated to be $3.33 million after securing an investment from Kevin O’Leary on Shark Tank.
