The Startup CPG Podcast


In this Founder Feature, host Caitlin Bricker sits down with Jane Kate Wong, founder of Noon World, a cognitive wellness company making dual-layer gummies designed for mind, mood, focus, chill, and sleep.


Jane's path to Noon ran through architecture, where she designed urban planning projects, high-end residential and commercial spaces, and cultural centers, before moving into interaction design at Nike, Google, and Apple. After burning out from that work, she built Noon as a culmination of her interests in design, technology, and health, focused on what she believes is the next frontier of wellness: cognition. Her design background shows up everywhere in the brand, from the minimalist, neuro-aesthetic booth that stood out at Expo West 2025 to the scientifically engineered dual-layer gummy format built for better bioavailability.


Caitlin and Jane dig into why Noon deliberately avoided conventional grocery retail early on, what led to a nationwide Target rollout instead, how the brand uses UGC and partnerships with names like Valentino and Adidas to build trust without traditional in-store demos, and why she believes patience and integrity, not fast wins, are what will separate lasting wellness brands from the rest.


Listen in as they discuss:

  • What Noon World is, and how it's built around cognitive wellness rather than a single use case
  • The neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 booth
  • How Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophy
  • Why Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorption
  • Why Noon initially failed at conventional grocery retail, and what that taught Jane about her category
  • How Noon's nationwide Target rollout differs from a typical CPG retail launch strategy
  • Why Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppers
  • The unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and others
  • The difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product design
  • Jane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category


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Creators and Guests

Host
Caitlin Bricker
Managing Editor @ Startup CPG

What is The Startup CPG Podcast?

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

Jane Kate Wong
This is definitely a daily product. We don't want people to feel dependent or reliant on it. But similar to how you drink coffee every day, this is how I imagine people to use a product. I use our products every day. Some days I don't use chill for example. Some days I maybe take eight. You know, every day is a little bit different. You wake up feeling a little bit different. So. So for us we call these calibration products. When you think about your mind, you can't optimize it. There's no like peak performance level. Much like how people talk about peak performance for the body. You can't optimize it. It's about calibrating it. Are you able to think clearly, more level headed, with more flow, with more ease? And that is what our products are trying to help people access.

00:53
Jane Kate Wong
And every day you will wake up feeling differently.

00:58
Caitlin Bricker
Hey everybody, this is Caitlin Bricker, Managing Editor at Startup CPG. We are back with another founder feature. Today I'm sitting down with Jane Kate Wong, founder of Noon World, a cognitive wellness company creating dual layer gummies designed for mind, mood, focus, chill and sleep. Jane comes from a unique background as an architect designing urban planning in high end residential spaces, then moved into tech doing interaction design for Nike, Google and Apple before burning out and starting Noon. Her product expertise shows in every detail from the neuro aesthetic booth at Expo west that caught everyone's attention, including mine, to the scientifically designed dual layer gummy format that allows for better bioavailability and faster absorption. We're diving into why she rejected conventional retail early on and what she's learned from that.

01:49
Caitlin Bricker
Her strategic partnerships with Valentino, Adidas and Goop and how she's using UGC to educate consumers on calibration versus cross Quick fix supplements. And why holding strong principles and integrity is the only way to stand out in a crowded wellness space. If you're looking to connect with buyers, investors and industry experts in real time, you need to be in our community. Join our Free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet those buyers and investors in real life. Tap into free resources and more. All you have to do is text CPG to 833-605-7002. That's 833-605-7002 and we'll get in touch. As always, enjoy. Hey everybody, this is Caitlin Bricker, Managing editor at Startup CPG. We are back with another founder feature today. I'm here with Jane Kate Wong, founder of Noon World.

02:52
Caitlin Bricker
Jane, welcome to the show.

02:54
Jane Kate Wong
Thanks for having me. Great to be here.

02:56
Caitlin Bricker
It's great to have you here. I think everybody could use a little bit of noon in their lives. So before we get into all things noon, can you tell everybody what noon world is?

03:07
Jane Kate Wong
So we are a cognitive wellness company. Everything we do is for mind and mood and we're trying to combine modern neuroscience into really fun lifestyle based products that people will grow to love and use every day. We are really focused on helping people around the nervous system. So less around, just focused chill and sleep, but really around how do we live and breathe with the right state of mind? And how can we help people access attention in a very intentional way and also make that feel really easy and manageable.

03:40
Caitlin Bricker
I like it. I think you're hitting on the pillars that everybody needs in life. Sleep, focus, a little bit of mood enhancement, some energy, all of the other. Everyone could use that. Yes, yes. I first got introduced to your products at Expo west in 2025. Your booth was so impressive. You know, we see a lot of these Goliath booths, these mammoth booths that people are spending tons and tons of money on and you had such a simple setup, but it caught my eye. It was my favorite booth in our section. And can you just tell us what happened at your experience in Expo West 2025?

04:20
Jane Kate Wong
Yes. Well, it's funny because on my background I was an architect, formerly Capital A, and then I moved into technology and then now, you know, I've been on this entrepreneur journey as one does you can help yourself when you're a designer to sort of overdo it a little bit. So of course with such a small footprint, were like, how can we a make this super modular, make it easy, allow ourselves to stand out in a way that made sense and represent ourselves at a trade show with, yeah, our best foot forward. And of course we had a material palette connected to the brand, not just, you know, a light drop background and some posters. We really wanted people to look at our booth and be able to actually feel the gravitas of the brand and also what the product should make you feel.

05:05
Jane Kate Wong
And of course there's a lot of science behind neuro aesthetics and how again, it sends messages to you. So hopefully again it sent the right message to a lot of people. But Expo was great for us. You know, I had walked the show twice before that, so I had a sense of how the show might be. I think of course it's a buyer show, but it's also an investor show. It's a PR media show as well, and also for other founders and services, looking for potential partners. And I think for us, with almost like no expectation, to be quite frank, of course, again, put our best foot forward, but we didn't know who we would meet. We didn't set up investor conversations, but we did tell people to visit our booth. I didn't even step away from the booth.

05:46
Jane Kate Wong
I think maybe I spent 10 minutes at the very end of the show running around downstairs just trying to see what I could glean from the show. But overarchingly was I was glued to the booth. And I think what was great was that it was just nonstop, didn't have a break. Met so many amazing people, I would say retailers as well. And again, partnerships. Just people that we know and love today, that we still work with, that we still chat with other brands again, that we've just become really great friends with. So overarchingly, it was just a great experience.

06:18
Caitlin Bricker
I'm so glad to hear that. And yes, your booth did send the right message. You mentioned that you have an architectural background. Can you tell me what you've done in your professional life with architecture? And I'm aware that you've worked with some heavy hitters, so I'd love to hear how that translates to work today.

06:39
Jane Kate Wong
So yeah. When I first started out as an architect, I did everything from large urban planning, high rise, high end residential, high end commercial restaurants, bars, single family homes, cultural centers, schools. Some of my favorite projects were definitely the ones that were more public facing, I would say. But being able to have the experience to build at scale and for people, I think that's like again, my career is always rooted in designing things for people. That's been like the through line in everything that I've done. Architecture was a great foundation for me to learn how do you design around people's needs and around challenge areas and to actually think about research at both a very high level, zooming out, but then really creating something super detailed. Because people ultimately are going to live and breathe in and move within a space. Right.

07:31
Jane Kate Wong
And materials matter, the shape of a room matters. And I think all of that as inputs into product design, technology, like I said, it kind of moved more into interaction design. Trying to design how people interact and live with technology in the same way. Those are same size of the same coin. Right. And I would say all of that has taken me to be able to work with huge consumer brands like Nike, Google, Apple. Thank you. On future innovation and also future vision projects for retail, for services, also future products. And that was really fun. And I would say I did burn out. That's how it's known it. Logically, it made sense to just start a company after that.

08:12
Jane Kate Wong
But I, you know, for me, the through line is I've always had a deep interest, invested interest in technology, health, design, and ultimately building things for people, for longevity and sort of like general benefit of society. So for me, Noon really is this culmination of all these pieces together while also trying to index on a space that I think is going to be the next frontier of health, which is cognition, especially around the growth of AI people now offsetting their thinking and analysis to a tool that again, has been shaped by a lot of people. But I think we're also in this space where if we don't move more intentionally, we're going to sort of lose. Lose the plot a little too fast.

09:00
Jane Kate Wong
So this is where all of my experience and also why Noon exists is if for us to be able to slow down a bit and also to have that mental clarity to create a better world.

09:11
Caitlin Bricker
Ultimately, it is very interesting that you were bringing up AI and I would say cognitive liberty, really, like, what are we choosing to do with our brain? Are we using it? Are we outsourcing it? What are we doing with our brain every single day? And I think what you are building with Noon World, having World in the brand name makes so much sense to me because it's not just a product. You're starting conversations, you are creating spaces just like you did as an architecture where you're forcing people to ask questions and see what they can do better in their own lives. And I really appreciate that about what you're doing with Noon.

09:53
Jane Kate Wong
Thank you. And of course, I even get lost down the selling rat race. You know, we're still a product, but how do you communicate all the other philosophical or like larger categorical questions while also selling a product at the same time? And I think that technology companies have done this really well. I think some fashion companies or object based companies have done this well. So these are like my points of inspiration rather than looking at. Yeah. Other brands that are sitting right next to us.

10:21
Caitlin Bricker
Right. And you do have gorgeous branding, which I think totally sets you apart. The packaging is beautiful. The products themselves are beautiful. I had never seen anything that looked like your gummies before. Can you tell us a little bit about what they look like? I wish I had them in my hand, but paint us a picture.

10:41
Jane Kate Wong
Of course. I have, right here. So they are dual layer gummy. You know, of course everyone thought that were a little Bit crazy to go into supplements, let alone gummies. Of course, I'm very well aware that there is pretty high saturation. But if were to actually go out with a product, then I would say this principally goes across every single product line that we plan to launch. Our sort of basic checklist is a, are we actually innovating on the format again, making it either more bioavailable, faster for people to actually have an effect and feel and is this going to actually index better on the ingredients? And so for the gummies, these beautiful little dual layer gummies, these are dual casted, so it's not like they gush on the inside, but it does two things.

11:29
Jane Kate Wong
One is that allows to actually load more ingredients in the center. And so gummies typically have been terrible vehicles as nutraceuticals for plant based materials. Mostly high degradation in the heating process of making a gummy and you just couldn't load it with much. So that's why traditionally tinctures, capsules, even of course, powders. Right. And drinks are just generally better. And then there's also the bioavailability piece which is how much are you actually absorbing of what is inside. And again, gummies typically have been pretty awful for that. The reason why we have this full encapsulation of the formula on the inside is in combination with the texture. It just allows you to absorb in the mouth sooner rather than waiting for you to, for it to hit your gut and then for you to absorb up to, you know, 45 minutes later.

12:18
Jane Kate Wong
So for us, we did this very purposefully and of course, you know, yes, the branding, the, you know, container in itself, everything is meant to be quite holistic so that it lives and like the product itself lives and breathes. Our principles and yeah, we could stand out easily without having to make a custom mold, for example. So minor shortcuts here and there to like help us move, you know, in the right direction.

12:44
Caitlin Bricker
And you recently rolled out to Target nationally, correct?

12:49
Jane Kate Wong
Yes.

12:52
Caitlin Bricker
When I picture the Target shelves over near the pharmacy area where all the supplements are living, the wellness products are living. I am just picturing rows and rows of products. It seems like there are new lifestyle and wellness items rolling out in Target often. How are you positioning yourself in a way to stand out in that crowd?

13:13
Jane Kate Wong
Specifically on Target shelves, obviously packaging is. It is your storefront.

13:18
Caitlin Bricker
Right.

13:19
Jane Kate Wong
We look and feel completely different than everyone else on shelf. Maybe for better or for worse. Again, we're slowly learning where we win and also where we can improve in the supplements VMS space specifically at Target, the merchandising is not, I would say, the same as Beauty Studio, which is going to roll up very soon. I think there are different avenues which we're also hoping to take with Target where we can have a little bit more precision and design love around the brand, somewhat similar to how they've done it previously. For a product like ours that is actually priced higher compared to our on shelf competitors, we definitely need a little bit more education around why we're priced higher. Also because we are a smaller brand so we're not going in with the same gravitas as some other larger brands.

14:11
Jane Kate Wong
So there is a little bit more that design can do to signal the right aspects of why our quality is better, why the product is better, why it's more science backed. And you know, this container, we had this designed with this sort of chrome fade to clear so that a, it would signal from a materials perspective that we are more science backed. And as you know, stainless steel is a material that's found in the lab. We wanted it to be fade to clear so you could actually see the gummies on the inside and then know that they are again, different than other gummies that you see on shelf. And so again, those were very purposeful choices for our packaging. Where I think we are learning is that size also matters. And so this is a very compact, beautiful form.

14:58
Jane Kate Wong
But I would say every single competitor on shelf has a pouch that it's at least maybe one and a half, two times larger than what we have. So when you think about scanning and we talk about this, hundreds of products, people need to look a little bit harder for our products.

15:16
Caitlin Bricker
You're mentioning education too, which I don't think I've ever seen any demos happening in a Target before. So how are you approaching education with a retailer that doesn't do demos on the floor?

15:29
Jane Kate Wong
We are really relying on our own channels. Ugc, we're starting a nice partnership with Hummingbirds. And you know, again, the more we can get very average people to talk about it, the better because it's going to work a little bit different for everyone. So I would say our way of being able to educate really is through our own channels, through UGC being able to have a nice partnership with Hummingbirds where we're getting really average people talking about our products in their own words. And I think, like I said, it's going to work a little bit differently for everyone. But being able to hear that first person review and context is the most important piece. Everyone understands sleep, but how good of a sleep you get is something that we rely on UGC for so that people can qualify it in their own way.

16:18
Jane Kate Wong
That's more authentic, that's more real. And similarly with Chill, which is maybe is like an interestingly slightly misunderstood product for us, there's a lot of people who are very stressed, but they don't necessarily understand how Chill could work for them. And this is where again, UGC or any sort of more contextual based review actually helps so that people can actually place it in their routine as well. It works great with moms. I think you've tried it as well. And how it makes your mind feel and your body feel, those are so personal. Like of course we can say as much as we want, but having that UGC out there in the world actually allows people to get understand our product a lot better.

17:00
Caitlin Bricker
And UGC is really important too because as a consumer and as somebody who works in the CPG space, we can spot ads from miles away. But if it's somebody who's not being fed something to say and it's somebody who's truly. Not to sound corny, but speaking from the heart about a product that they love and that has worked for them, you can totally tell the difference. You can just tell that it's not scripted, that they are here with a product that they are proud of and that they just want to share with the world. I think UGC is such a cool approach and I love what Hummingbirds is doing and I just have to say, hi Kelly, love you.

17:41
Jane Kate Wong
Shout out to Hummingbirds. And you know, the way their system works is that people have to opt in. So you know that people are selecting your product, they're genuinely interested. And again, that sort of already creates a great filter for how they're going to talk about your product and the level of care. And I think what we found was, you know, they went in for one product but they ended up picking up all three because they thought, oh great, I could actually use focus, chill and sleep in my day to day. So yeah, it's been very helpful to have that engine go and hear the feedback and the reviews more genuinely.

18:16
Caitlin Bricker
What is the ideal vision for a noon customer in your eyes? Are you looking for people to use this on a daily basis? You looking for this to be an occasionally used product?

18:29
Jane Kate Wong
This is definitely a daily product. We don't want people to feel dependent or reliant on it. But similar to how you drink coffee every day, this is how I imagine people to use a product. I use our products every day. Some days I don't use chill, for example. Some days I maybe take eight. You know, every day is a little bit different. You wake up feeling a little bit different. So for us, we call these calibration products. When you think about your mind, you can't optimize it. There's no like peak performance level. Much like how people talk about peak performance for the body. You can't optimize it. It's about calibrating it. Are you able to think clearly, more level headed, with more flow, with more ease? And that is what our products are trying to help people access.

19:12
Jane Kate Wong
And every day you will wake up feeling differently. There will be five other fires that you might have to put out one day and then maybe tomorrow it's completely different. Right. And so we like to think about our products being used multiple times a day. So focus and chill together, amazing combo for when you need deep work. Deep focus helps calm mind and that allows focus to do its thing. And of course with sleep, everyone sleeps every day. So there is a ritual around that I think people understand very well. But of course, yeah. And I would say also we've intentionally designed the products or short end long action effects, which is a lot to explain, you know, in a very small form.

19:50
Jane Kate Wong
But the ingredients, much like the functional mushrooms like lion's mane forceps, those are both nootropics and adaptogens and they work really well on a long term basis. So you're not going to feel lion's mane your first week of usage. And again, no knock to anyone else who professes this. But again, those are longer term things that you need to take over time for your brain to have great neuroregeneration. Right. It doesn't happen overnight, but we've designed it so that those things can kind of do the heavy lifting over time. Again, help your body adapt to stress, hence the adaptogens. But we've also included ingredients where you will absorb them quickly and feel them quickly. Like your B vitamins, vitamin D, cordyceps, green tea, L theanine, These are things that you will feel on the short end.

20:42
Jane Kate Wong
But what we like to say is like of course we want people to take it daily because the more you take it, the more you're gonna be able to adapt to different scenarios and stress in a shorter reaction time rather than letting you know stress and all these things get to you.

20:57
Caitlin Bricker
I really like that you've made that differentiation between the ingredients. And you don't have to knock it, but I will knock it with the adaptogens. That's exactly what they are, you are talking about it, they adapt with your body. They help you dial up and down stress levels and your reaction time. Just like you're saying if somebody's giving you an adaptogenic product and they are promising you relief or a change within a day or days, it's simply not going to happen. That's not how these botanicals work.

21:29
Jane Kate Wong
Yeah. And I think there is just like a level of impatience. You know, we've kind of entered this era of the economy and consumption where people just need things faster, quicker, more frictionless. And unfortunately with the body and now with a mind, and I think people are starting to really understand it or recognize it at least, is that it takes time and we have to give ourselves time. But of course, to have that more immediate payoff, we have designed it. So you do at least feel immediate relief. Right. Again, the effect you're looking for.

22:02
Caitlin Bricker
I love it. And I, I love the honesty there too, because you're right, consumers are looking for these silver bullets. They're looking for something that's going to give them immediate relief that they're going to see immediate results with. And I think it says a lot about you as a founder and about your products that you are outwardly saying this isn't going to do it for you right away. You just got to give it some time. And I think the honesty really shows how great of a product it is and that I think it shows that you have this veil that's been kind of lifted between you and the customers too. You're not marketing to them, you're being real with them.

22:38
Jane Kate Wong
Yes. And I think that it's important to have that level of transparency because I think we're constantly being miseducated around everything. You know, we're so trend oriented now that everyone's like, oh nad oh, you know, and no one actually understands anything properly. So we're trying to keep things really basic even though again, we have a fairly complex way formula. There's been so much like years of research that has gone into creating the products, but we want to tell a simple story so people can also tell it to someone else. You know, we're not trying to over complicate it, but we are coming, trying to come down to really simple basics so that people should understand, like what is ashwagandha, what is L. Theanine? But like no one really, there are very few people out there who can identify half the ingredients in our formula.

23:24
Jane Kate Wong
So we still have a lot of education to do, which is a good segue.

23:31
Caitlin Bricker
For me, because I have a big question for you about your retail presence. We know that you're in Target, we know that you got this huge rollout with them, but you have told me that you don't consider yourself a product that is made for conventional retail. So tell me what that has looked like for you. What are the tools that you have used haven't used to figure that out and what does it look like for you now?

23:55
Jane Kate Wong
I think when we started we and as most grants, you just want to be everywhere. You know, this is how you scale. Right. And that's a story that everyone has been told. The only way to grow is to be well distributed. And I think that is absolutely true for food and Bev, but for us as a wellness company and also starting in supplements, that is not necessarily the same playbook. And I think we've learned this the hard way. We're like, oh, let's go to Sprouts, let's go to Whole Foods, let's go to Thrive, let's go. You know. And you realize a, first of all, the brand is never going to sit side by side on shelf. They're going to be in separate sections, one for sleep, one for if they have anything for mood, maybe we'll be there.

24:37
Jane Kate Wong
Like there's very few places where they know how to place you. And for a company like ours that is emergent in terms of domain right cognition, we would never have succeeded in those places. So Target is an interesting opportunity for us because we consider a Discovery channel there. We also are not the first movers. So again there are products in there that have very similar SKUs or again, people are already going there and Target had already prototyped this and tested it ahead of bringing us on. So we're not the first mover. I think if we tried to go in within year one as our first launch, we would never have been successful. So it's been good to actually go in year two. Now two, we've established some brand presence and differentiation. So that has kind of worked for us.

25:23
Jane Kate Wong
But we absolutely failed at conventional retail. And we did a few tests because a, our price point was just way too high for people. It looks way too premium. Ultimately, most consumers going into grocery stores are still very value based or value driven. Right. They're going to look at the final dollar in their cart, not necessarily whether it was the most valuable dollar amount.

25:45
Caitlin Bricker
Right.

25:46
Jane Kate Wong
Not going to look at price per count for everything, but they're going to look at how much are they spending in totality. And for us Again as a new emergent brand that just were never going to win that way. So focusing on very tight channel mix, we're still mostly D2C, some, you know, specialty retail. We're again talking to a few others right now in terms of like more digital distribution and again higher end, more premium wellness stores. But conventional was just never going to work. And I think we had to learn the hard way, testing it, having a blessing in disguise that were. It was only, you know, a three to four month test, but it was enough for me to know that a, having a broker was not going to work for us.

26:27
Jane Kate Wong
We were just pushing in all the wrong directions and we just had to really take it internally again to redefine like who are we, what are we trying to actually accomplish here? And analogous brands, again, not grocery brands, where are we seeing other brands win? And again, none of that was in grocery. So that was a very hard learning for us. But I'm glad like that lesson came sooner than later. So we're really again focusing on channels that make sense for us and trying to move a little bit slower with more intention so we're not scaling too big too soon.

27:04
Caitlin Bricker
Can you tell me a little bit about those non conventional channels that you've gone through and maybe partnerships that you've done with Noon that have come to life?

27:14
Jane Kate Wong
We have been super lucky to be able to partner across fashion, performance, sport and of course by design in so many ways because our product looks and feels very different. So we did a very beautiful partnership with Valentino last year. We are partnering with Public now as their retail partner. We also have a very top secret partnership coming out with a very high end hotel chain also overseas. And again, when you think about bringing in a supplement into these spaces, it's pretty unconventional and unheard of. And so we have had this really amazing opportunity to actually work with some of the brands that we believe we sit at the same caliber with. You know, also Goop, Remedy, place, Adidas, athletic greens, Scorpios, et cetera.

28:04
Jane Kate Wong
So there's many very cool established players in all of these spaces that we've been able to have, yeah, small partnerships with that get the good word out there and also start to place us in the right domain.

28:17
Caitlin Bricker
I'm not even a big fashion junkie. I would definitely not consider myself fashionable. But I know what Valentino is. I'm sure I can't be the only one that's wondering, how did you land a partnership like that? Tell us the story there.

28:32
Jane Kate Wong
This one came through A group called Care of Chan. They're based in New York, they're a hospitality group and they do a lot of experiential dinners experiences and they partner with luxury companies and brands like Valentino. So that was something that came through them. We've just been very lucky. And again, I think this is where brand as moat really still holds true is because ultimately how someone experiences your product and your brand that is going to attract a very specific kind of person. Again, you can't create taste. You have to experience and then create your own. Right. These people are the ones that start to piece together the right players.

29:09
Jane Kate Wong
And we've just been very lucky to be able to end up connecting with people who see what we're building, see what other people are building and be able to put these two things together as well.

29:19
Caitlin Bricker
Any parting advice that you want to give to any founders who are listening right now? Maybe specifically in the wellness and lifestyle space, that sector, cpg, I would say.

29:30
Jane Kate Wong
Don't be discouraged by how many things are currently launching every single day. You know, it's a very different space now than it was a few years ago. I would say, you know, it's all rising tides. There's still a lot of space to grow for something that's meaningful, good. I think in health, unfortunately there's a whole segment of health right now that's like a full gold rush, you know, cash grab. And I would say that for me, the brands that will do the best are going to be the ones that want to live on, you know, forever, that want to actually grow with people. Again, if you're for human health, you're, you should be there for them for the entire journey, right? Whether you exit or get acquired or whatnot.

30:14
Jane Kate Wong
And so I think with building with a very long term vision in mind, it means that your brand will be intentional, your positioning will be intentional, your products will be more intentional, they will better. And those are the things that I think consumers will start to pay attention to because ultimately people are consuming these things. They're putting them in their bodies, they're putting them on their bodies and at some point people are going to start feeling bad if they're not the right products. So I think holding to like so strong principles and having really great integrity is going to be the only way to stand out. Because yeah, there's just a lot out there that's talk. Brands that only care about CAC and roas and yeah, those are going to fall. They will fall off for sure.

30:57
Caitlin Bricker
I agree with you. It might be A little bit of a hot take, but I agree. I think we're definitely, I can resonate with what you're saying. I think we're definitely looking for brands who are looking to put their all into their consumer and have that longevity. You're totally right.

31:14
Jane Kate Wong
Yeah. And I think there's again, there's going to be an AI brand that exists and pops up every 15 minutes, you know, so you have to, if you really are excited about what you're building, is just like double down, have integrity and be okay with a longer game. That's all I have to. Yeah. Because if you want short fast wins, then you're definitely in the wrong space.

31:36
Caitlin Bricker
I felt a few of my brain cells die when you said AI brand, so thank you very much.

31:43
Jane Kate Wong
The slop is real and it's only going to get worse. So yeah.

31:47
Caitlin Bricker
Oh, maybe we can all do a collective sigh right now.

31:52
Jane Kate Wong
I know, I know.

31:54
Caitlin Bricker
Well, let's get a breath of fresh air into everybody's lives. Where can everybody find you? Online? What's your website? What's your handle?

32:02
Jane Kate Wong
We are Noon World on dot com. We're almost fully nationwide at Target, but best to find us@target.com and you can also find us on Instagram, Qusnoon World.

32:15
Caitlin Bricker
Amazing. Jane, it's been so nice connecting with you, hearing more about your story and everything having to do with Noon. I'm sure we'll be seeing you in some cool places soon, so keep us updated.

32:27
Jane Kate Wong
Well do. Thanks so much, Caitlin.

32:29
Caitlin Bricker
See you later. Bye. CPG BFFs. We've now arrived together at the end of another episode of the Startup CPG Podcast. As you may know, we're not just the top globally ranked CPG podcast. We're a community of tens of thousands of CPG founders and experts. And you should join us if you haven't already. Head to startupcpg.com to sign up. You'll get an invite to our Slack community, hear about events near you, and get access to opportunities that connect you with buyers, investors and other brands. It's free. So what are you waiting for? I'll see you in Slack and in real life. Thanks for listening.