OUR JOURNEY!
The Extraordinary Journey
Experience the extraordinary journey of PhoLicious, where passion, determination, and the pursuit of the American dream converge. Mama Thu and Papa Le embarked on a perilous escape from Vietnam with their daughter, Anh, surviving pirate attacks and finding refuge in the United States as refugees.
In 2002, their hard work bore fruit as Anh became the first in her family to attend college. Fate intervened when Anh met Joseph in 2004, and their unwavering dedication propelled Anh to graduate in 2008 with a BSN in Nursing.
Fast Forward to 2020…
Building a life together in Texas, Anh as an ER nurse and Joseph climbing the ranks in the hotel industry, their weekly trips to a local Pho restaurant became cherished family moments, evoking memories of Anh's childhood and her mother's homemade Pho. However, when the pandemic struck, their beloved Pho outings vanished, and the demanding nature of their careers left little time for hours-long Pho preparation.
So what did we do next?
Determined to reintroduce their favorite meal into their lives, the entire family rallied to brainstorm a way to create authentic Pho in a fraction of the time. Drawing from Mama Thu's wisdom, Anh embarked on an experimental journey, refusing to compromise on flavor, taste, or authenticity. After numerous trials and errors, Anh reached a breakthrough, satisfying their cravings with a Pho kit. Yet, they yearned for the true restaurant experience.
Enter Mama Thu and Papa Le, ready to pass down their cherished Pho recipe, an heirloom cherished over generations in Vietnam. Mama Thu's secret spice blend elevated the PhoLicious Kit to unparalleled perfection. The undeniable excellence of their Pho propelled them to share it with the world, giving birth to the PhoLicious Kit in May 2021. A great ramen alternative!
Anh & Joseph going all in!
Transitioning from a "side gig," PhoLicious rapidly gained popularity online. In October 2021, they embarked on a courageous leap of faith, selling their house, quitting their jobs, moved into a camper and committing wholeheartedly to building PhoLicious. With no investors or family backing, their determination was the sole driving force. The PhoLicious brand soared on Amazon, but their vision extended beyond.
QVC The Big Find? 2021
Their aspirations materialized when selected to participate in the prestigious QVC THE BIG FIND contest, where their Pho captivated judges and secured them a coveted Big Ticket. This remarkable opportunity catapulted PhoLicious onto QVC, igniting their journey toward becoming a national brand.
Time for Open Call 2022
Eager to share their Pho with even more enthusiasts, PhoLicious seized the chance to pitch to Walmart and Sam's Club at the Walmart Open Call in June 2022. Nerves pulsed through their veins, but their unwavering passion shone through.
Two successful pitches later, the buyers were captivated with just one bite. PhoLicious triumphed, securing a launch in one of the USA's largest chains.
PhoLicious then launched as a 1 time buy in 50 Sam's Clubs & 244 Walmart locations across 24 states!
The Quest for Texas Best - HEB - 2023
2023 kicked off with the announcement that applications for the HEB 10th annual "Quest for Texas Best" competition were now open. Aiming to bring our authentic Vietnamese instant pho to Texans. Joseph & Anh jumped on the opportunity to apply in February of 2023. Shortly after, they were thrilled to become one of the top 10 finalists, leading to a nerve-filled 20-minute pitch in front of 7 prestigious judges and a crowd of over 200 H-E-B partners on August 9th 2023.
The suspenseful hours that followed led to an incredible moment - PhoLicious was crowned the GRAND CHAMPION! They were awarded $35,000, a year of free groceries, and the placement PhoLicious products on H-E-B shelves across Texas!
From our Founder, Anh Trousdale: "We are deeply appreciative of HEB's support and recognition of our hard work and dedication. Being TEXAS proud, this achievement holds a special place in our hearts. It is a testament to the passion and love we have for what we do, and we are thrilled to be part of such a prestigious competition.
God works in amazing ways, and each failure we questioned along the way, have all lead us here! Trust in God and his plan, good things will happen!"
PhoLicious is now in 323 HEB locations across Texas and Mexico!
🌟 Exciting UPDATE Alert! 🇨🇦 🍜 09/25/2024
We are overflowing with gratitude, surprise, and downright explosive happiness! 🎉 We had the incredible honor of attending the Walmart Open Call 2024 as mentors, sharing our journey and insights from our 2022 experience.
While we didn’t receive a golden ticket back then, our persistence and openness to Walmart's suggestions led us to expand to 150 Sam’s Clubs and nearly 500 Walmart locations!
After two amazing days of witnessing courageous entrepreneurs embark on their journeys—just as we did two years ago—we felt truly humbled to be part of their stories.
But the surprises didn’t stop there! Towards the end of today’s events, we were unexpectedly invited to meet with Walmart Canada. With no preparation, Anh and I jumped into action and nailed our pitch! And guess what? WE GOT A GOLDEN TICKET!
PhoLicious is headed to Walmart Canada 🇨🇦!! We are beyond excited to share our authentic instant pho with even more customers, and this time, it’s international! 🌍 A huge thank you to Walmart for their unwavering support and incredible opportunities. We can’t wait to see what the next year holds for us!
Here’s to growth, collaboration, and the joy of bringing our flavorful pho to new markets! 🙌💚
THANK YOU!
PhoLicious extends heartfelt gratitude to its customers for embracing their love for Pho. Supporting PhoLicious means supporting small businesses and embracing the true essence of the American dream. Their journey stands as a testament: If they can achieve their dreams, so can you. Join us in celebrating the taste, tradition, and triumph of PhoLicious.
WE THANK YOU FROM THE BOTTOM OF OUR HEARTS FOR SUPPORTING SMALL BUSINESS AND THE AMERICAN DREAM!