PhoLicious Rice Noodle Soup

When the COVID-19 pandemic closed restaurants in 2020, former emergency room nurse Anh Trousdale and her husband Joseph found themselves missing their weekly pho dinners. This challenge led them to create PhoLicious, a company that now produces instant Vietnamese pho soup kits available in major retailers across the United States.

Pholicious Rice Noodle Soup Shark Tank Set

The story begins decades earlier, in the 1980s, when Anh’s parents, Mamma Thu and Papa Le, fled Vietnam with their six-year-old daughter. After surviving pirate attacks during their escape, the family found refuge in the United States and eventually settled in St. Louis, Missouri. Anh went on to become the first person in her family to attend college, graduating with a nursing degree in 2008.

In 2004, Anh met Joseph Trousdale, who was building his career in hotel management. After getting married, they relocated to Texas in 2013, where their shared love for pho became a weekly tradition. When pandemic restrictions made restaurant visits impossible, and their demanding careers left little time for traditional pho preparation, they began experimenting with ways to create a faster version of the dish.

Pholicious Rice Noodle Soup Shark Tank 2

Working with her mother Mamma Thu, Anh developed a recipe that maintained the authentic flavors while significantly reducing preparation time. The resulting product combines rice noodles with a proprietary bouillon made from real beef and chicken, plus aromatic spices in tea bag form. Each kit includes hoisin sauce, sriracha, dried green onion, and chopsticks. The soup is available in beef, chicken, and vegetarian varieties.

Pholicious Rice Noodle Soup Shark Tank 4

In May 2021, PhoLicious launched on Amazon as a side business. By October of that year, the Trousdales made a bold decision: they sold their house, quit their jobs, moved into a camper, and committed themselves fully to the business, operating without external investors.

Their breakthrough came in June 2022 when they successfully pitched to Walmart and Sam’s Club during Walmart’s Open Call event. The product initially launched in 50 Sam’s Club locations and 244 Walmart stores, later expanding to over 450 Walmart locations and 150 Sam’s Club stores nationwide.

Pholicious Rice Noodle Soup Shark Tank 3

In 2023, PhoLicious participated in H-E-B’s “Quest for Texas Best” competition, where they emerged as grand champions. This victory earned them $35,000, a year of free groceries, and placement in H-E-B stores throughout Texas and Mexico. The company achieved another milestone by generating one million dollars in sales at H-E-B within nine months, earning them the retailer’s belt buckle award.

The company has grown from producing eight bowls daily in its early days to now manufacturing 8,000 bowls per day. Joseph Trousdale serves as COO, applying his 17 years of hospitality industry experience to operations, while Anh leads as CEO. The recipe continues to incorporate elements from Mamma Thu’s traditional family recipe, maintaining a connection to their Vietnamese heritage.

Pholicious Rice Noodle Soup Shark Tank 1

PhoLicious products are now available through their website, Amazon, Walmart, Sam’s Club, and H-E-B stores. The company returned to Walmart’s Open Call in 2024 as mentors, sharing their experiences with new entrepreneurs beginning similar journeys.

pholicious.net

Shark Tank Air Date: 01/17/2025 – Season 16 – Episode 8

 

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