353. Clara Sieg, Co-Founder & CEO of Loonen

Today, I'm joined by Clara Sieg, co-founder & CEO of Loonen.

Born from Clara's personal mission to avoid toxins in drinking water, Loonen's ultra-filtered, glass-bottled spring water emphasizes purity and transparency, rigorously tested for microplastics and PFAS.

In this episode, we discuss how water quality can influence health outcomes.

We also cover:

The aging US water infrastructure
National distribution and single-serve launch
Building a heritage American beverage brand

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Loonen's Website: https://loonen.com/

Sprouts Store Locator: https://loonen.com/pages/where-to-buy-loonen-water

Instagram: https://www.instagram.com/loonenwater

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Investments: https://capital.fitt.co/

Chapters:

(00:00) Introduction

(01:37) Why Loonen Started

(03:46) Rethinking Water Sourcing

(05:08) Why Plastic Matters

(06:40) The Case for Better Water

(08:15) America's Water Infrastructure

(10:46) Is Better-for-You Too Expensive?

(12:30) Making Better Water Accessible

(14:18) Changing the Water Category

(16:31) What Consumers Can Do

(19:00) Building Brand Heat

(20:05) Designing the Loonen Bottle

(22:15) Loonen's Go-to-Market Strategy

(24:15) Funding and Building the Brand

(26:24) Loonen's Growth Goals

(29:20) What's Next for Loonen

(30:01) Where to Find Loonen

(31:18) Conclusion

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