Why Twistshake?

Choosing what brand of baby products to use for your child can seem like an overwhelming decision. There are so many alternatives. Some focus on aesthetics, some on technical gimmicks. We know that for you, the wellbeing of your baby is always the focal point.

That’s why we want you to be able to give your baby the time and the attention he or she deserves, without the burdens of everyday life coming in the way.

Twistshake aspires to develop products that are simple and safe to use, yet also offers an appealing design. We are of the opinion that aiming for functionality does not mean that we can ignore aesthetics, and our designers are always looking for ways to combine practicality with eye-pleasing design. We have won several awards regarding design and functionality which for us is a confirmation that we develop safe, functional and appealing products.

Babies are unique. They all have their individual needs, and these change at the same fierce rate that the babies themselves grow and develop. Our goal is to become experts in all the phases babies go through. When a child is faced with new challenges we want to be there to assist them by way of our innovative and safe line of products.

Manufacturing articles aimed at babies is synonymous with an immense responsibility. We guarantee products of the absolute highest quality through compliance with all the legal quality controls, as well as through regular internal check-ups and quality inquiries. This mentality permeates not only the manufacturing process: it is a cornerstone of Twistshake’s entire business.

In 2011 I was babysitting my aunt’s son. This task demanded full attention and it quickly became clear to me that I would have a tough time combining this with all the other things that the sitting involved. The biggest time-sink was the feeding: the servings came in intricate plastic bags, the formula clogged, clean-up was a hassle and when food time was over the kitchen was a complete mess.

In the following months I was often tasked with babysitting. The problems I encountered the first time didn’t magically disappear, and being confronted with them time and time again made me think of ways to lessen the mountain of a work that appeared every time my cousin was to be fed. At that moment I couldn’t imagine that I would one day have the opportunity to introduce a baby bottle designed to specifically address these problems.

As time passed my cousin grew out of his baby bottle, and I didn’t think more of the complications that can arise from preparing a bit of baby formula. Until a summer day not long after, when I witnessed a woman with a baby stroller. In the stroller, the woman’s baby is agitated, hungry and screaming. The stressed mother struggles hurriedly with bags of formula and baby bottles and before long everything is on the ground, while the baby is wailing even louder. I run over as fast as I can and help her with the clean-up while she soothes her child.

I recognized the situation that the mother was in, and it took me back to when I had been babysitting my cousin. The ideas and solutions that had been in my mind back then immediately came back to me. It almost felt like a sign; the problems I had encountered as a babysitter had still not been solved. To ensure that I was on the right track, I discussed these ideas with some of my friends who are parents. They all spoke of the same complications. Some had their own solutions to these headaches, but many of them just felt dissatisfied with the lack of products on offer.

After this inquiry I had come up with three ideas that eventually became cornerstones in our work at Twistshake:

1. Prevention of clogging in the baby formula
2. An effective way to handle servings
3. Easy clean-up

We want to create a product that is both practical and easy and which in itself is a whole new way to address the needs of parents and their children. Today, we are proud to present Twistshake, a baby bottle specifically developed with these cornerstones in mind. And it would not have happened if I had not encountered that struggling mother on that summer day.

Vienar Roaks Founder and CEO – Twistshake of Sweden