The award-winning straws are crafted from real vegetables and processed at a low temperature in premium avocado oil, a signature method for the brand. Beyond their texture, the products are non-GMO certified, kosher, and vegan, while remaining free of the top nine allergens. This recognition arrives as the company scales its national retail footprint, with products now appearing on shelves at major chains including Costco, Walmart, Target, and Whole Foods.

Founded in 2013 by Scott and Megan Reamer in Crested Butte, Colorado, the company originated from a personal mission to create safe snacks for their son, Jackson, following his diagnosis with a rare autoimmune disorder. The brand has since scaled its operations, bolstered by a $1.25 million investment from Shark Tank investor Rohan Oza, and now maintains a dedicated manufacturing facility in Muskego, Wisconsin. Following a year of rapid expansion, Instacart identified the company as one of the fastest-growing emerging brands of 2024.