Founding

Twistshake was established in 2011 after founder Vienar Roaks encountered practical difficulties while babysitting his aunt’s son. During feeding, he noticed recurring issues such as formula clogging, inconvenient portion preparation, and time-consuming cleanup.

Rather than viewing these as isolated frustrations, Roaks consulted friends who were parents and discovered that many faced similar challenges with baby feeding. These insights led to three core principles that guided the brand’s initial product development:

1. Preventing clogging in baby formula.
2. Simplifying formula portion management.
3. Streamlining the cleaning process.

These principles formed the basis for Twistshake’s first major product: a baby bottle engineered for easier feeding and maintenance.

Expansion beyond bottles

While the brand’s early identity was closely tied to baby feeding, Twistshake has since diversified its portfolio significantly. Today, the product line extends well beyond bottles to include sippy cups, pacifiers, teethers, children’s tableware, cutlery, highchairs, bath products, baby monitors, safety gear, food preparation tools, stroller accessories, and other baby essentials.[1]

According to the company, more than two million parents currently use Twistshake products.

Twistshake operates on the premise that parents should not have to compromise between function and aesthetics. The brand describes its philosophy as a fusion of practical utility and attractive design, emphasizing products that are:

• Safe — Designed with child safety as a primary consideration.
• Functional — Created to address specific everyday parenting challenges.
• Easy to use — Engineered to reduce unnecessary complexity in routines like feeding and bathing.
• Well designed — Rooted in Swedish and Scandinavian design principles.
• Practical — Developed based on the real-world needs of families.
• High quality — Subject to applicable quality controls and internal testing standards.[1]

This approach positions Twistshake as a provider of functional parenting solutions presented with a modern Scandinavian aesthetic.

Twistshake now offers products across multiple areas of baby and childcare.

Baby bottles

Baby bottles remain one of the brand’s most recognised categories. The range includes Anti-Colic Baby Bottles in various sizes and multipacks, alongside bottle accessories and feeding bundles.[1] The original concept addressed specific pain points like formula clogging and difficult cleaning, making feeding convenience a key part of the brand’s heritage.

Sippy cups and drinking products

The brand produces a variety of drinking vessels for children, including sippy cups, open drinking cups, and water bottles. Many of these products feature designs intended to minimise spills and support the transition from bottles to independent drinking.[1]

Tableware

Twistshake offers an extensive children’s tableware collection comprising:

• Plates
• Bowls
• Cutlery
• Tableware sets
• Click-Mat products
• Feeding accessories

The Click-Mat is a notable innovation designed to secure plates and dishes firmly during mealtimes, preventing tipping and messes.[1]

Highchairs

The brand sells highchairs and related accessories for children beginning to eat independently. Current offerings include models with compatible accessories designed to integrate with the broader Twistshake mealtime ecosystem.

Bath and baby care

Bathing and care products form another significant segment of the portfolio. Available items include:

• Baby bathtubs
• Bath stands
• Bath cradles
• Bath kits
• Changing products
• Baby-care accessories

These products are positioned to simplify daily bathing and hygiene routines for parents.[1]

Pacifiers and teethers

Twistshake manufactures pacifiers, pacifier accessories, and teethers tailored to babies at various developmental stages.

Safety and monitoring

The brand has expanded into child safety and monitoring, offering products such as the Baby Monitor PRO, which includes versions supporting multiple cameras.

Food preparation

To assist parents in preparing meals for young children, Twistshake offers food preparation tools, including a multifunction baby food maker and processor.[1]

A defining characteristic of Twistshake is its strong association with Swedish design. The company emphasises a combination of smart functionality, safety, and visual appeal. Product designs typically feature clean lines, simplified shapes, and coordinated colour palettes, avoiding the heavily decorated aesthetic common in traditional children’s products.[1]

This strategy allows Twistshake items to blend naturally into modern home interiors rather than appearing exclusively as nursery equipment.

Twistshake primarily serves parents of babies and young children. Its products cover various childhood stages, from newborn feeding to independent eating, drinking, bathing, and general care. The company organises its offerings by age group:

• Pregnancy
• 0–6 months
• 6–12 months
• 12–24 months
• 24+ months

This age-based structure supports the brand’s positioning as a comprehensive parenting and childcare partner rather than solely a bottle manufacturer.

Twistshake is positioned as a provider of affordable-to-premium Scandinavian-designed baby products focused on everyday convenience. Rather than relying solely on luxury branding, the company competes through a combination of price, design, usability, and product breadth.

Products are available via the brand’s online store across feeding, bathing, tableware, and safety categories, as well as through digital channels and physical retailers in multiple international markets.

A key strategic element for Twistshake is the creation of a connected product ecosystem. Parents may initially encounter the brand through a baby bottle and subsequently purchase complementary items as their child grows:

Baby bottle → sippy cup → children’s tableware → Click-Mat → highchair → bath products → safety products

This interconnected approach enables the brand to maintain relevance across different developmental stages. The company’s website reflects this strategy by categorising products according to both type and child-development stage.

Given its focus on infants and young children, safety is central to Twistshake’s value proposition. The company states that it treats manufacturing as a significant responsibility, subjecting products to applicable legal quality controls, internal checks, and quality inquiries.

Twistshake also maintains dedicated resources regarding materials, safety standards, and product recalls, underscoring the importance of compliance in this category.

Although Swedish in origin, Twistshake has cultivated a global customer base. The company operates localised online storefronts for various markets and reports having more than two million parent users worldwide. Its international identity is anchored in Swedish design rather than being confined to the domestic Swedish market.

Twistshake’s marketing emphasises the emotional aspects of parenting. Rather than presenting products merely as technical objects, the brand frames them around family moments, convenience, and enabling parents to spend more quality time with their children.

The core message suggests that reducing everyday friction—whether during feeding, mealtimes, or bathing—allows parents to focus more attention on their children. This creates two complementary brand promises:

Functional promise:
“We make parenting tasks easier.”

Emotional promise:
“We help parents have more time for meaningful family moments.”

Twistshake distinguishes itself from traditional baby-product brands through several key attributes:

• Swedish identity: Prominent use of Swedish and Scandinavian design in its positioning.
• Function-first origins: Founded to solve concrete problems with baby feeding.
• Broad product ecosystem: Expanded from bottles into tableware, bathing, safety, and beyond.
• Modern aesthetics: Emphasis on clean, coordinated designs.
• Parent-centric development: Products developed around real-world parenting challenges.
• Child-development approach: Organisation of products by age and stage.
• Direct-to-consumer presence: Operation of international e-commerce channels alongside retail distribution.[1]

As of 2026, Twistshake presents itself as a Swedish baby-products company with a portfolio far exceeding its original bottle business. The current product universe encompasses feeding, drinking, mealtimes, bathing, childcare, safety, monitoring, and baby accessories. The brand continues to uphold its core combination of safety, functionality, Swedish design, and convenience.[1]

The company effectively positions Twistshake as a companion for families throughout multiple stages of early childhood, rather than simply a vendor of individual baby items.

1. About us • Twistshake