A new bottled water brand, Loonen, launched this week in select California retailers and on Amazon, following a $6 million funding round led by Brand Foundry Ventures.

Loonen was founded by Clara Sieg, a former venture investor, and David Kimmell, a beverage industry veteran. The company says it was created in response to concerns over contaminants in both tap and bottled water.

According to the founders, nearly half of US tap water contains PFAS, over 55% of systems test positive for lead, and there are currently no federal limits for microplastics in either bottled or tap water.

The water is sourced from protected mountain springs in California. Loonen’s process includes transporting water in stainless steel, purifying it through membrane filtration, and adding trace minerals such as magnesium and Celtic sea salt. Each batch is tested by independent labs, with results accessible through a QR code on packaging.

Sieg said: "Loonen was born from a moment of panic that turned into purpose. When I was pregnant with my daughter, I became aware of how much plastic and contamination hides in the water we drink."

She continued: "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: "After years in the beverage industry, I saw how little transparency existed, especially in bottled water. Consumers believed they were getting something clean, but the sourcing and bottling practices behind most products told a different story. That gap drove us to create Loonen with a different level of integrity."

The company is advised by a group of health and wellness experts, including pediatrician Manasa Mantravadi, functional medicine physician Robin Berzin, clinical nutritionist Kelly LeVeque and hormonal health specialist Alisa Vitti. They provide guidance on water safety, nutrition and health considerations.

Mantravadi commented: "As a pediatrician, I've seen how something as simple as water can be one of the most powerful tools for a child's health. At the same time, we know that plastics can leach harmful chemicals into what our kids eat and drink."

"Choosing water that is free from harmful chemicals isn't just better for children's growth and development today – it's an investment in their long-term health as adults."

Loonen is currently available in California and online, with plans for broader distribution in 2026.