Loonen

About Loonen

Loonen is a bottled water company that provides spring-sourced purified water in both still and sparkling varieties. The company was founded in 2025 by former venture investor Clara Sieg and beverage industry veteran David Kimmell. Sieg's journey began during her pregnancy when she became concerned about contaminants in tap and bottled water, turning her personal mission into the foundation for Loonen. Kimmell, who previously helped build the Spindrift brand, brought his expertise to address the lack of transparency in the beverage industry.

The company's business model centers on offering a premium, transparently sourced, and purified water product directly to consumers. Loonen sources its water from protected mountain springs in California, transports it in stainless steel tankers to minimize plastic contact, and uses a chemical-free, physical membrane filtration process. After filtration, the water is re-mineralized with lab-tested ingredients like magnesium and Celtic sea salt to achieve a balanced taste. The final product is exclusively packaged in glass bottles with uncoated aluminum caps to avoid chemical leaching from plastic.

A key feature of Loonen's product is its emphasis on third-party verification. Each batch is tested for over 300 contaminants, including PFAS, BPA, and microplastics. Consumers can access these lab results via a QR code on every bottle, a feature designed to build consumer trust through transparency. In December 2025, Loonen secured $6.1 million in a Seed and Series A funding round led by Brand Foundry Ventures to support its launch and expansion. The company sells its products through select retailers in California and nationwide on Amazon, with plans for broader distribution.