Triyit bridges the gap between FMCG brands and consumers through innovative performance sampling and research campaigns. The platform’s “product discovery” side has garnered over 1 million organic sign-ups, offering brands an effective way to engage with their target audience. Each campaign includes built-in mechanics that yield in-depth consumer insights, generate quality user-generated content (UGC), and drive significant earned media influence. Triyit already collaborates with a diverse range of brands, spanning from emerging startups to global leaders such as AB InBev, Costa, Arla, Mars, and Kellogg’s.

Globally, the expenditure on sampling, consumer insight, content, and influencer services exceeds £100 billion annually. Triyit is redefining this landscape, shifting away from traditional mass drop sampling and outdated research methods towards a more focused, measurable, and cost-efficient approach to fostering growth.

As agile consumer insights, authentic UGC, and reliable earned media influence become increasingly vital for the strategies of fast-growing FMCG companies, Triyit is well-positioned to guide brands into the digital-first era. This new investment is set to fuel the development of the company's data science capabilities, enhance its bespoke technology platform, and support the expansion of its services both in the UK and international markets.

Rob Stevenson, Investment Manager at Maven, said: “Technology enabled product sampling is an exciting and fast-growing market. Triyit is well positioned in the space with a strong consumer following and traction gained with a number of well known, established brands. The company has achieved impressive growth to date, and we look forward to supporting Alex and the team as they embark on the next stage of their strategy.”

Alex Barron, Founding CEO of Triyit, said: “We’re absolutely thrilled to announce this investment from Maven, facilitated by the Investment Fund for Scotland, which comes at a very exciting time for our business. Working with the team at Maven will help accelerate our plans for international growth and enable Triyit to fully achieve the long-standing vision of connecting consumer and brands like never before.”

Sarah Newbould, Senior Investment Manager, Nations and Regions Funds, at the British Business Bank, said: “High-growth technology businesses are increasingly becoming a mainstay of the Scottish economy and represent a core focus for the Investment Fund for Scotland. Through our fund managers, we are committed to helping entrepreneurs all over the country with better access to funding opportunities to support their growth and development.”

This marks the sixth investment made by IFS Maven Equity Finance. The Fund has also backed 3D printed micro-tumour specialist, Carcinotech, premium Indian ready meals business, Praveen Kumar and Glasgow University spinout, Nami Surgical. The £150m IFS covers the whole of Scotland and provides loans from £25,000 to £2 million and equity investment up to £5 million to help a range of small and medium sized businesses to start up, scale up or stay ahead.

The purpose of IFS is to drive sustainable economic growth by supporting innovation and creating local opportunity for new and growing businesses across Scotland. IFS will increase the supply and diversity of early-stage finance for smaller businesses in Scotland, providing funds to firms that might otherwise not receive investment and help to break down barriers in access to finance.