It’s the 1930s in San Francisco. Joseph B. Friedman and his young daughter, Judith, are sitting at a soda parlor counter. Little Judith has just ordered a milkshake. Was it vanilla or strawberry? That’s lost to time.

When the milkshake arrives, Joseph notices Judith struggling. From her stool, she can’t quite reach the mouth of the paper straw sticking out of her shake. In a spark of creativity, Joseph modifies Judith’s straw. He inserts a screw into one end and, using dental floss, crushes the paper between the screw threads. This creates a series of tiny, even corrugations. After removing the screw, the straw bends over the side of the glass, allowing Judith to enjoy her milkshake with ease.

At first, Joseph markets his new flexible straw to hospitals, helping patients drink while reclining. But with some smart marketing and business help from his sister Betty, the bendy straw soon becomes a beloved tool for children and a common household item.