Loonen Launches 'Clean Standard' Glass-Bottled Water with $6M Backing

Loonen, a new entrant aiming to disrupt the premium hydration market, has officially launched today with a proposition focused on radical transparency and purity. Coinciding with its commercial debut in California retailers and nationwide on Amazon, the brand has announced the closure of a $6M funding round led by Brand Foundry Ventures.

The company positions itself as the first purified spring water to be glass-bottled, third-party certified, and re-mineralised, directly addressing growing consumer concerns regarding microplastics and "forever chemicals" (PFAS) in the water supply.

The Market Gap: Contamination and Plastic

Venture investor Clara Sieg and former Spindrift operator David Kimmell co-founded the brand. Their market entry is predicated on data suggesting significant quality control issues in existing supplies, citing that nearly half of U.S. tap water contains PFAS and over 55% of systems test positive for lead.

"Loonen was born from a moment of panic that turned into purpose," said Clara Sieg. "Partnering with David, who understands the structural issues in the beverage industry, turned that urgency into a solution: water that's verified clean, free from microplastics, and balanced with the highest quality minerals to taste the way water should."

Kimmell added that the brand aims to close the transparency gap in the industry: "Consumers believed they were getting something clean, but the sourcing and bottling practices behind most products told a different story."

Production Process and Transparency

Loonen’s operational model is designed to eliminate common contamination vectors found in standard bottling processes:

Sourcing: Water is drawn from protected mountain springs in California.
Transport & Filtration: Transported exclusively in stainless steel containers, the water undergoes chemical-free physical membrane filtration.
Mineralisation: The profile is balanced with lab-tested elements, including trace magnesium and Celtic sea salt.
Packaging: Bottled exclusively in glass to prevent plastic leaching.
Verification: Every batch is tested for over 300 contaminants, including microplastics. Results are accessible to consumers via a QR code on every bottle.

Medical Advisory Board

Unusually for a beverage launch, Loonen is supported by a formal advisory board of health and wellness experts to validate its approach to purity. The board includes:

Robin Berzin, MD (Functional Medicine)
Manasa Mantravadi, MD (Paediatrics)
Kelly LeVeque, CCN (Clinical Nutrition)
Alisa Vitti, HHC, AADP (Hormonal Health)

Commercial Availability

The product line, featuring both Sparkling and Still variants, is available immediately through select retailers in California and nationally via Amazon. The company has confirmed that broader distribution is scheduled for 2026.