Traction Capital Invests in Twyst to Accelerate National Expansion of Its Innovative and Patent-Pending, Proprietary Functional Beverage Straw
Veteran beverage operators behind functional drink brand secure Minnesota growth equity investment as patented straw product gains traction in major national retailers
Traction Capital, a Minnesota based growth equity firm, has invested in Edina-based Twyst, a functional beverage brand that launched in 2025 and is already securing shelf space in major national retailers. The company is led by CEO Matt Scarlett, founder of the successful wine company Bread and Butter, who is now applying his brand building and retail experience to the fast-growing functional beverage space.
Twyst’s core innovation is a patented “mix to drink” straw that contains a precisely dosed functional powder. When placed in any liquid, the straw easily blends the powder, adding vibrant color and on-trend consumer flavors to water or any beverage providing the user with a functional drink without the mess of conventional stick packs. The fully recyclable format supports a circular packaging story, reduces packaging waste compared with traditional bottles and powders, making on the go use simpler for consumers.
The company describes its product as “Vegan, Plant Based, Gluten Free | Low Calorie, No Added Sugar | with Vitamins, Biotin, Adaptogens, BCAA’s and Electrolytes.” In practice, that profile is designed for everyday wellness rather than niche performance use, a positioning that fits squarely with mainstream grocery, mass retail and club channels where consumers are increasingly seeking better for you options that feel familiar and easy to use.
Commercial traction has come quickly. In its first year on the shelf, Twyst has expanded into national banners including Safeway, Albertsons, Tom Thumb and other major chains, with many more already committed to sales in 2026. Those placements give the young brand early exposure to key markets.
A significant part of Traction Capital’s interest in Twyst centers on its leadership bench. Scarlett brings a track record of building brands that resonate with everyday shoppers, managing complex retail relationships and competing in crowded categories where packaging, price point and velocity all matter.
Supporting Scarlett is a senior commercial team with deep experience at E. & J. Gallo and the beverage industry at large. Sales leaders Alicia Riley, Chip Wolf and Ryan Wilson have each held roles responsible for large chain accounts, distributor management and national retail programs. For a young brand like Twyst, that collective background in route to market strategy, pricing architecture and retailer category dynamics is a meaningful advantage as the company works to translate early placements into sustained turns on shelf.
“We believe the functional beverage category is overdue for purposeful format innovation and meaningful consumer experiences,” said Matt Scarlett, CEO of Twyst. “Traction Capital shares our conviction that Twyst can become a nationally relevant brand by combining a differentiated product, experienced operators, and a capital-efficient growth model. This investment accelerates that vision.”
For Traction Capital, the investment reflects its focus on experienced operators and capital efficient growth businesses in and around the Midwest.
“Twyst combines an unusually strong founding team with a clear product advantage in a growing category,” said Shane Erickson, Managing Partner at Traction Capital. “We were drawn to Matt and the broader leadership group because they have already proven they can build and scale brands inside complex retail environments. Our goal is to support Twyst as it grows, not only by providing capital, but also by helping build the organization, create high quality jobs and expand opportunity across the region.”
For more information about Twyst and its products, visit twystwellness.com.