SimplyThick was invented by John L. Holahan while he was attending Washington University’s Executive MBA program. The instant food thickener was the result of a class project that required them to develop a plan for a new business.

Holahan has a background in chemistry and thickeners to suggest a business that produced a more palatable liquid thickener – one that was different and better than existing starch-based thickeners. After mixing the first batch in his kitchen, Holahan asked Barnes-Jewish Extended Care to run a clinical test with its dysphagia patients. Speech pathologists reported patients with swallowing disorders drank more liquids when they were mixed with Holahan’s product and better complied with dietary directives. Following graduation from Washington University, John L. Holahan and Matt Knehans – his partner in his class project – formed their corporation, Phagia-Gel, with the help of Marc Braun, an attorney of The Stolar Partnership. SimplyThick was launched at the American Dietics Association Food and Nutrition Conference and Exhibition in St. Louis.