We produce award-winning Vietnamese meal kits made with premium ingredients, delivered to your doorstep.
Business overview
Location | Aylesbury, United Kingdom |
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Social media | |
Website | phomouk.com |
Sectors | Food & Beverage Digital B2C |
Company number | 12835732 |
Incorporation date | 25 Aug 2020 |
Investment summary
Business highlights
- Over 6,500 kits sold to more than 1,500 customers since launch
- Rave reviews in GQ, Telegraph, Times, Guardian, and Hello
- Rated Excellent on Trustpilot
- Monthly revenue up 250% after a year's trading
Idea
Introduction

We’re all about the Pho here at Phomo. If staying in is the new going out, then making your own pho meal kit with family or friends is the way to do it in style.
Slow-cooked nourishing broth, silky rice noodles, hearty toppings and aromatic herbs....Vietnam’s national dish is truly next –level comfort food. Our kits are easy to prepare, sustainably packaged and include everything needed to serve vibrant Vietnamese pho at home. And all in just ten minutes from doorstep to table . To bring you authentic Vietnamese flavours, we only use the best ingredients. Our pho broths are cooked long and slow to develop their rich depth. Our grass-fed steaks are from a nearby farm in Buckinghamshire; our rice noodles come directly from Vietnam; and our authentic herbs are grown by a local specialist... Good pho is all in the details.
Substantial accomplishments to date
Since launching at our local farmers market in October 2020, here is what we have achieved in just 18 months:
· Launched nationally via our website in March 2021
· Leased and kitted out a 1000 sq ft kitchen in August 2021, which we believe could give us capacity to grow 2 to 3x
· Built up a highly experienced advisory board (with experience at names such as Hakkasan, Leon, Selfridges and Plenish)
· We have received glowing reports in publications such as GQ, The Telegraph, The Times and the Guardian.
· We are rated “Excellent” on Trustpilot
· We were given a “Great Taste” Gold star by the Guild of Fine Foods in August 2021 for our Beef Pho Broth
· We won “New Asian Food Business of the Year” at the Innovation and Excellence Awards in February 2022
· Monthly turnover is up 250% a year after launching. First 3 months of 2022 averaged £10k turnover.

Monetisation strategy

Vietnamese food is still relatively niche in the UK compared to the US, Australia and France, but it is growing in popularity with a recent YouGov survey ranking Vietnamese food as 13th most popular cuisine in the world. The Pho Cafe chain, which is expanding rapidly here, has 33 restaurants in the UK compared to 8,900 Vietnamese restaurants in the US. We believe we are at the intersection of two growth markets - the food kit market (doubled from £500m to £1bn in the space of 2 years in the UK and forecast to grow to £1.5bn by 2025) and Vietnamese food in the UK.
Main revenue stream: direct to consumer via our website, one-off and subscription.
Secondary revenue streams to target: corporate events, supermarket placement, concessions & pop-ups, international expansion
Use of proceeds
We plan on spending the proceeds on marketing (69%), staff (20%) and website / recipe development (11%).

Key Information
Share Classes
The company currently has 2 classes of shares; A Ordinary and Ordinary.
The only difference between the Ordinary and Ordinary A Shares is the exit provision. On a share sale, the Ordinary A Shares are paid first (up to the value of the investment), then the Ordinary Shares (up to the value of the investment), and then any surplus is paid pro rata to all share classes. The shares rank the same in all other respects with regards to voting, dividends etc.
All investors in this round, including Seedrs investors, will be receiving A Ordinary shares.
Investor Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
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