Minnesota-based growth equity firm Traction Capital has made a growth investment in Twyst, an Edina-based functional beverage startup
Investment backs functional beverage startup’s patent-pending straw format as it scales distribution across major U.S. retailers
Minnesota-based growth equity firm Traction Capital has made a growth investment in Twyst, an Edina-based functional beverage startup that launched in 2025. The investment is intended to accelerate Twyst’s national expansion as the company gains shelf space in major grocery and mass retail chains.
Twyst was founded by CEO Matt Scarlett, previously the founder of Bread and Butter Wines. The Minnesota startup’s core product is a patent-pending “mix-to-drink” functional straw that contains a pre-dosed powder designed to dissolve into water or other beverages. The straw format is fully recyclable and positioned as a lower-waste alternative to traditional bottled functional drinks or single-use powder stick packs.
According to the company, Twyst products are vegan, plant-based, gluten-free, low calorie, and contain no added sugar, with ingredients including vitamins, biotin, adaptogens, BCAAs, and electrolytes. The brand is positioned for everyday wellness rather than sports performance, aligning with mainstream grocery, mass retail, and club channels.
In its first year on shelves, Twyst has secured placements with national retailers including Safeway, Albertsons, and Tom Thumb, with additional retail launches planned for 2026.
This article was created with the assistance of AI to summarize and curate local tech news.
Read the full announcement here:https://tractioncapital.com/twyst/
