Loonen, a young entrant in the premium bottled water market, is positioning itself around a simple promise that has become surprisingly rare in the category: genuine purity backed by visible proof. The California based brand sources its water directly from natural springs, puts it through a multi stage filtration process for contaminants, lightly mineralizes it for a clean taste profile, and bottles it only in glass. The company says each of these steps was designed to address mistrust among consumers who increasingly scrutinize what they drink.
What sets Loonen apart is not only its process but how openly it reports the results. Every production batch undergoes third party testing, and the findings are published for customers to access. The founders say transparency is core to the brand’s identity at a time when bottled water has grown into one of the largest packaged beverage categories in the United States yet remains one of the least understood in terms of sourcing and composition.
The label was co founded by Clara Sieg, Operating Partner at Revolution Ventures, and David Kimmell, former Chief Supply Chain Officer at Lemon Perfect and Senior Vice President of Operations at Spindrift. Their combined backgrounds in venture, operations and consumer goods shaped Loonen’s strategy to begin with a targeted rollout rather than mass distribution.
The brand is currently available on Amazon and through a network of independent retailers across California, a market where premium water continues to expand steadily as shoppers trade up for cleaner ingredient lists and more environmentally conscious packaging. With glass packaging at its centre and a science first approach to quality, Loonen is positioning itself against both mainstream bottled water and the growing number of functional water products that prioritise additives over purity.
The company plans to widen distribution gradually while holding firm on its commitment to testing frequency and publicly shared data, which it sees as the foundation of long term consumer trust.
