You come home after a long, exhausting day, craving a warm, comforting bowl of authentic Vietnamese pho. But making it from scratch takes hours, and the store-bought instant versions just don’t taste right.
That’s exactly why PhoLicious was created, a rich, aromatic instant pho that’s ready in just five minutes, bringing restaurant-quality flavors to your kitchen without the hassle.
PhoLicious started as a personal solution to a problem. During the pandemic, Joseph and Anh struggled to find time to cook. Anh, an ER nurse, and Joseph, a hotel manager, worked long hours, leaving them with little energy to prepare meals.
They found that most instant pho products lacked authentic flavors and took too long to make. Anh, a Vietnamese immigrant, missed the homemade pho she grew up with. “Classic pho requires hours of cooking time,” she explained.
Determined to find a better solution, they began experimenting in their kitchen. “They created a stove-top recipe that required 15 minutes, but something was missing”.
Anh’s mother then introduced a secret ingredient that transformed the broth. This led to the creation of PhoLicious, a quick, convenient pho that’s ready in just five minutes. Their mission was clear: bring authentic Vietnamese pho to every home in America.

PhoLicious Before Shark Tank: From Living in a Camper to Major Retail Deals
PhoLicious officially launched in May 2021 as a direct-to-consumer (D2C) business. That first year, they made $68,000 in sales, proving that customers loved their product. However, scaling a business requires money, and they needed a bold strategy.
To fund their dream, Joseph and Anh made a life-changing decision. “They quit their jobs, sold their house, and moved into a camper to save money”.
This sacrifice gave them the financial runway they needed. By 2022, they hit $438,000 in sales, and by 2023, revenue surged to $2.1 million.
Their breakthrough moment came when they secured deals with Walmart and Sam’s Club. “PhoLicious is present in more than 133 Sam’s Clubs and 250 Walmart stores,” Joseph shared.
Just before their Shark Tank appearance, “Sam’s Club informed them they were adding another 107 clubs”.
What made their product unique was their “pho tea bag”, which held cinnamon, cloves, coriander, star anise, and fennel.
“Each bowl comes with a special ‘pho tea bag’ filled with cinnamon, cloves, and star anise, ensuring a rich, authentic broth”.
Unlike traditional instant noodles, customers could add fresh toppings to enhance their meal.
By 2025, their business was operating from a 47,000 sq. ft. facility in Houston, Texas, producing 8,000 bowls per day.
Shark Tank Pitch: A Heated Negotiation
Joseph and Anh entered Shark Tank Season 16, asking for $500,000 for 10% equity, valuing their business at $5 million. The Sharks were immediately intrigued by their product, tasting the beef, chicken, and vegetarian pho samples.
Robert Herjavec wanted to know if there was a growing demand for Vietnamese cuisine. “Is there really a market shift happening towards Vietnamese food?” he asked.
Joseph explained that retailers were now placing PhoLicious next to ramen, not just in the Asian aisle.
Lori Greiner inquired about distribution, and Anh proudly stated, “We are in over 450 Walmart stores and 150 Sam’s Club locations”.
Kevin O’Leary focused on their financials. “PhoLicious’ cost per bowl is $1.75, with a wholesale price of $3.89 and a retail price of $5.48”.
Daniel Lubetzky highlighted his food industry expertise (Kind Bars) and offered to help them expand their manufacturing and distribution.
Kevin and Daniel both offered $500,000 for 20% equity. Joseph and Anh countered with 12% equity, but Daniel declined. Kevin then lowered his offer to 15% equity, and the couple accepted.
Final Deal: $500,000 for 15% equity with Kevin O’Leary.
PhoLicious Shark Tank Update: A Surge in Sales & Bigger Opportunities
The Shark Tank effect hit immediately. PhoLicious saw a massive surge in website traffic, sales, and social media attention. Their retail expansion accelerated, and their success at H-E-B continued to grow.
PhoLicious is now available in 450+ Walmart stores and 150+ Sam’s Clubs. At H-E-B, they sold one million bowls in just nine months. They also won H-E-B’s “Quest for Texas Best” competition and took home the People’s Choice award.
Production has expanded rapidly. “Started with 8 bowls per day, now producing 8,000 bowls daily”.
Their reputation in the food industry has grown as well. Attended the Walmart Open Call as mentors, sharing their journey and insights.
Future Plans: What’s Next for PhoLicious?
PhoLicious is growing fast, and they have big plans for 2025. They will be launching a new ramen line, expanding their product range.
With Kevin O’Leary’s support, they hope to get into Costco and Target. To keep up with demand, they are scaling their production even further.
Their goal is also to strengthen their brand through social media and expand customer reach.
Closing Thoughts: PhoLicious is Just Getting Started!
Joseph and Anh Trousdale turned a simple idea into a multi-million-dollar business. Their determination, risk-taking, and love for authentic Vietnamese food made PhoLicious a success.
Their Shark Tank journey was just the beginning, and they are on their way to becoming a major player in the instant noodle industry.
If you haven’t tried it yet, PhoLicious is available at Walmart, Sam’s Club, and H-E-B. Now, you can bring authentic Vietnamese flavors straight to your home.
We’re closely following the company to bring you valuable insights. Stay tuned for the latest updates on PhoLicious!
Feature Image Credit: @abc/@christopherwillard