Omsom Launches Saucy Noodles in Whole Foods Market Nationwide  

Asian food brand Omsom is bringing its second-ever product line, Saucy Noodles, to Whole Foods Market locations nationwide. All four flavors hit nearly 500 doors this month. Since its direct-to-consumer launch in May, Omsom’s Saucy Noodles have been consistently praised by consumers and national media— Food & Wine touted them as ‘the best instant noodles’, CNN Underscored told readers they will “soon become obsessed,” The Kitchn declared them as ‘so satisfying to slurp’ and more. Its category-leading, premium offering has raised the bar on the quick-prep noodles category with both quality and taste, with a combination of air-dried, knife-shaved noodles and luxurious sauces that bring bold, undiluted Asian flavors to life in just four minutes. Omsom first debuted its Cooking Sauces exclusively with Whole Foods Market in August 2022 and now, with the rollout of its Saucy Noodles, the brand furthers its goal of showing up proudly and loudly, expanding its shelf presence and market share.

“Launching Saucy Noodles on Whole Foods Market shelves across the country is a pivotal opportunity,” said Vanessa Pham, CEO and co-founder of Omsom. “We’re excited to continue investing into Whole Foods — they were our first nationwide retail partner for our sauces last summer; customers have loved being able to purchase everything they need to cook an Asian meal in one shopping trip. Our Saucy Noodles now offer an even more convenient, real-deal Asian meal option for them to add to their baskets. The American palate is changing in front of our eyes, and it’s such a joy to continue driving that forward in new ways!”

Omsom’s proven track record of success with their Cooking Sauces has continued with the launch of its Saucy Noodles line on its direct-to-consumer platform, attracting a greater than 1,300 pre-launch waitlist and within the first two weeks of launch, selling tens of thousands of Saucy Noodles boxes across all 50 states. This sister-led food brand became an instant cult favorite, growing its quarterly revenue 500 percent and selling out more than 15 times since launching in 2020.

All four of Omsom’s Saucy Noodles SKUs – Garlic Black Pepper, Chili Sesame, Soy Garlic and Coconut Lemongrass Curry – will be available for purchase in all Whole Foods Market locations across the country (SRP: $4.99).

• Soy Garlic– Created in collaboration with Ewa and Jeromy Ko of Nom Life, Omsom’s Soy Garlic Saucy Noodles are vegan, savory and herbaceous, inspired by sizzling oil noodles. Featuring soy and garlic as star key ingredients, these noodles culminate in a deeply aromatic and umami flavor. 
• Coconut Lemongrass Curry– A nod to the beloved khao soi, Omsom’s Coconut Lemongrass Curry Saucy Noodles are aromatic and creamy. This bright, luscious flavor profile was brought to life in collaboration with Chef Chaht Suansilphong of Fish Cheeks, who is the Tastemaker behind one of Omsom’s first and best-selling sauces, Thai Larb.
• Garlic Black Pepper– Omsom’s Garlic Black Pepper Saucy Noodles are a riff on Vietnamese-American garlic butter noodles (a staple for Kim and Vanessa growing up). Rich and bold, this flavor has a distinct umami twist thanks to the addition of fish sauce. Omsom worked with Chef Helen Nguyen of Saigon Social to bring this garlicky flavor to market. 
• Chili Sesame– Created in collaboration with Food & Wine’s Best New Chef ’21 Chef Lucas Sin, Omsom’s Chili Sesame Saucy Noodles are vegan, tangy and nutty. Inspired by dan dan noodles, these noodles feature aromatic sesame paste with a kiss of heat. 

With Omsom’s intentional product expansion informed by rigorous R&D and subsequent retail distribution, first-generation Vietnamese sisters and co-founders Vanessa and Kim Pham continue to trailblaze within the food industry with equal parts diligence and vigor.