NOODLERS

A Sustainable and Fun Kid’s Toy

By, Bella Lubinskas & Hadia Moosvi

Peyton Spangler is a current graduate student at the VCU Brandcenter and is currently creating prototypes of a sustainable and creative kid’s toy. Her product, called ‘Noodlers,’ is a pool noodle connector which allows kids to creatively build structures.

Could you do a quick description of what Noodlers is?

Noodlers is - in short - they’re pool noodle connectors. But in length, it’s a kind of build your own fort toy. The product connects pool noodles in different ways and kids can create creations in and out of the water. They’re flexible and are also made out of rubber, so they’re more sustainable than toys made out of plastic.

What was your inspiration for making Noodlers?

For my architectural thesis I decided to design a toy. I just started thinking of different things that I’d want to see. I knew I wanted Lego type connectors, something that enabled kids to creatively make something for themselves.

But, as I started to come up with things, everything was already invented. I also decided kind of early on that I wanted it to be life sized. As I started to prototype, I created variations of connectors like a stick with two balls on the end that connected in different ways. But I soon learned these products already existed… I was talking to a professor and she said, ‘What about pool noodles?’ I thought, ‘Oh, that feels like a good idea.’

So, I decided to go with pool noodles. It seemed like a really good solution because with wooden sticks, there was a potential for injury, whereas with soft, flexible pool noodles, the injury threshold is lower. So I ran with it.

What else did the process entail for you?

The project continued where I had kind of basic forms in mind… and then I scaled up and I started to kind of refine the look of them. The ones I initially created were really chunky, and I was also doing this all in 3D printers. With that process, I was also able to discover a new filament that one of my professors told me about called NinjaFlex filament. It was rubbery as opposed to the traditional plastic PLA. So I started to refine it, and then I actually tested it with some kids. Another professor had kids, and I invited them to test it out, which was funny because they didn’t really enjoy it that much… But I did realize they needed some different type so I continued refining the shape and printed out a ton of them and presented it in my final and received a lot of great feedback. On a subsequent beach trip, I showed the product to some kids and they loved it.

I ended up donating them to the Children’s Hospital at UVA because another mentor for the project suggested they would be of good use there. Then, the project was on hold for a bit and then fast forward two years, I ended up with the Brandcenter. We had to do a side hustle project for a Creative Thinking class and felt it was a good time to resurrect Noodlers. I rethought the branding and started to think: ‘How can I actually turn this from an idea to a viable product?’ After learning about the Shift Retail Lab and demo day, I just kind of progressed to that point of gathering mentors and gathering feedback opportunities.

What was your initial reaction of what Shift was?

I initially thought that Shift is for someone who has a product that’s ready for market. At the time, I had three prototypes ready and wasn’t ready to sell them. But then I talked to them and they were like, ‘No – any stage of the idea process, go ahead.’ So, I applied, and it seemed like a great opportunity for a testing ground of market viability. I loved the process and received great feedback.

What was the most impactful feedback you received at Shift?

I think there’s something different about hearing it from people who don’t have as much stake in the project. My mom had told me it was great, and I was like, ‘Yeah, your mom will tell you anything you do is great.’ Then also professors had told me it was good. But I was like, ‘I don’t know… they’re very theoretical and very big picture, big sky thinkers.’ So hearing from people who are a little more down to earth, have been in the entrepreneurial space, being like, ‘This is a good idea’ - I think that was really encouraging… I heard from another Shelfie that this would be a really great toy for kids with autism, which I hadn’t even thought about. While fun has a lot of value, it was also nice to think of the product as being helpful.

What did it mean for you to be a Shelfie?

I think that was a really cool thing to actually start to visualize what it could look like in stores and not just as an idea and more as an actual product.

What was the biggest benefit of being a Shelfie?

I think more feedback, more connection and a little bit of a kick in the butt to actually make things happen!

Could you describe Shift Retail Lab in three words?

Innovation breeding ground.

What was it like balancing school, life, and Shift? What did you have to do to keep that balance there?

Definitely busy, for sure. I think that’s also kind of why the product is a little solid right now. One of my professors gave me great advice. He said, ‘Don’t rush the process, and if it ever becomes burdensome, pause. You don’t need to let it be stressful. Let it be fun.’ I also appreciated that Shift was in charge of getting people to come and make events happen, as opposed to me setting up a booth and all of that. It definitely was a great opportunity to have somebody do a little bit of the work for you and while encouraging your idea.

Do you have any self care routines or rituals that you do to take care of your mental health at all?

When I was living in DC, I got into biking. It’s great exercise, and a good decompresser. Also, my faith is important to me so I read the Bible and pray daily.

Project Name

Jacked! Jack fruit Jerky

Product Type

Food Development Stage

Ready for Market

VCU da Vinci Center for Innovation, Master of Production Innovation Design

Jacked! Jackfruit Jerky

A Sustainable, Flavorful Vegan Jerky

By, Hadia Moosvi & Brandon Ranly

Julien Reininger is a master’s student at the VCU da Vinci Center. His brand, Jacked! Jack fruit Jerky, combines his passion for sustainable food with his love of snacks by creating plantbased jerky made from jack fruit. Check out this interview with Malique and learn how one student is combining innovation and skincare while studying pre-med.

What is your product?

It’s a jerky, and it’s made from jack fruit. If you’re not familiar with jack fruit, it’s basically this giant fruit. They grow on trees, anywhere. They originated in India, but they grow throughout tropical Asia. They’re found in the Caribbean, South America, any tropical region with a suitable climate. It’s the world’s largest fruit, and they’re very good for the environment. They don’t require irrigation, pesticides, or herbicides. They’re full of fiber. I buy them from a company who basically cuts them and processes the inside. I get the inside, and then we have a process where we grind it, we shape it, coat it, and dehydrate it into a very meaty jerky-like texture. We have three flavors so far.

How did you first come across the jack fruit?

I’ve been vegan for four years now. At the time, it was being used as a big pulled pork sandwich. It’s starting to get more and more popular. I was studying business at the time, and I really got into entrepreneurship. My father is a chef, so I’ve always been really interested in the culinary world but didn’t want to be a chef. I thought there could be a way to combine the two. That’s when I started exploring different products, like plant based products in the market. I saw that the vegan jerky market was exploding at mushroom jerky and soy based jerky. I thought maybe I could create something jack fruit since it’s super meaty and it checks off the sustainability aspect, and it’s full of nutrients. So, I got some and I just started experimenting.

Alongside your Dad, who else inspired you to create your business?

My mom and my sister for sure. They were there for all the taste tests, and they offered some critical feedback. I think everyone in my family has just always pushed me and they’ve been super inviting when it comes to me wanting to try something new. Other than that, my friends have been super supportive and the DaVinci center. They’ve allowed me to showcase it here, and they’ve introduced a lot of people that helped along the way.

Can you tell me about your creation process?

My first attempt was a veggie burger. That’s when I first joined the da Vinci Center’s pre accelerated program. I came in with that idea, but I continued to try to develop the product. I had no idea what I was doing. But, I basically just made iteration after iteration and tried to use fresh, natural ingredients with Mediterranean flavors. It was just at a point where I couldn’t get it to bind super well. I gave up on that in the fall when I realized it might have been a bigger challenge than I thought. I was also kind of pivoting to try something with jerky. I was experimenting, but it just never panned out, in short. Over time, I’ve been more accepting of trying new things. At the beginning, I was stubborn, and if I did an experimentation, I was sticking with that and making tiny changes. But, sometimes you have to try radical things to see if it works. I’ve been more open minded. My work ethic has also gotten better, because it can take a lot of failing to have one small success. So - consistency and open mindedness. I’ve also implemented a lot of design thinking principles that I learned at the da Vinci Center, like customer discovery, using prototyping methods, and coming up with a minimum viable product to test before committing to a bunch of resources.

How long have you been a Shelfie?

I can backtrack a little bit because I started working at Shift last September as I joined the MPI program through the Da Vinci Center. Since I was working there, I was always kind of allowed to be a Shelfie. Typically, people get one round as a Shelfie, a four week period, and I kind of just stayed for both semesters since I worked there.

Did you expect your brand to be at the place it is now?

I had no idea how long it would take to get started. I was making the product at my parents house, which is in Springfield, Virginia. Throughout the entire last year, I would bring samples down for big events. I was looking for a kitchen space down here to keep working on the product and be able to have it on hand regularly, and I didn’t have a lot of success with finding local kitchen spaces that would let me use their space. I spent the majority of the year doing customer discovery, getting feedback, getting the business registered as an LLC, and trademarking the name. I started playing around with packaging ideas. I tried designing them myself. I’m horrible at it, and I ended up going with someone through Fiverr to design them. She helped me through every step of the process, and it was super cool getting to create your own tagline. I got to come up with the nutrition panel, which was something that was new to me. This past summer, I launched a Kickstarter campaign to actually fund my first packaging order. We had a successful campaign and the packaging actually came in. So, we’re showing up to markets, we’re setting our website up, and we can approach some stores since it’s not just literal labels and paper bags.

What stores are you looking into?

We’d love to start out in Stella’s Grocery, Ellwood Thompson’s, and a lot of local organic stores. If we see success there, we can approach local Whole Foods. They are very friendly to local Richmond businesses, and sell online and show up to markets as well.

Would you say you’ve involved your personality or a part of yourself in your creation?

My values have changed throughout the years. Adopting a vegan lifestyle came with me wanting to live more sustainably and live without any animal products. I think the product speaks to that. The flavors also resonate with that. They’re fun. They are bold, unique flavors that you don’t find in other products. The branding resonates with me and customers who might not necessarily be vegan, but they are trying to advocate for something in life, and they’re adventurous. The product is fun and unique in that way where it’s authentic. I hope our story and the branding around it inspires people to try new things and new challenges. Don’t be afraid to advocate for something you believe in.

Have you experienced any failures?

Definitely. Those small past projects I’ve talked about, but also I’d say the biggest failure for me growing up was that I was a bad student. I hadn’t put the biggest effort into school until coming to college and really finding something that I’m passionate about. There’s a stigma in high school and under that if you have good grades, you’re going somewhere, and if you don’t, you might not be. I think that was always hard for me to accept – that my grades weren’t the best. I would say those were failures, just kind of accepting that maybe I learned in a different way, and I really like doing hands on prototyping and learning as I do, and not necessarily sitting there memorizing stuff.

What are the next steps for your brand?

We have to fulfill the Kickstarter rewards and orders. We are launching our website soon so people can visit our website. We’re hoping to add a subscription model where it’s a free subscription, but it offers some articles, maybe some cooking videos, and brings people into our brand aside from just buying the product. We’d like to come out with new flavors, but then also move into different categories. We’re seeing a lot of meat alternatives enter the market right now. It’s an exciting time to come up with cool stuff and launch new products with jack fruit that foster bold flavors but also have sustainability at the forefront.

Any long-term

goals for the brand?

I’d love for us to be like a nationally recognized brand. Another long term goal of mine would be to get to the point where we can give back to the community. Since our brand is really