Today’s wellness-oriented consumer is very conscious about the ingredients they put into and onto their bodies. They are just as conscious about the health of the environment. Because of this, they seek products with clean labels and sustainable practices, and if these products provide additional health benefits, all the better.
Matt Levine, a health aficionado who has operated plant-based, health-conscious restaurants in New York City for two decades, founded Chlorophyll Water with just this in mind after discovering the energizing benefits of liquid chlorophyll. His beverage product features purified mountain spring water infused with chlorophyll and fortified with vitamins A, B12, C, and D.
On top of this, Chlorophyll Water is the first bottled water in the United States to pass the Clean Label Project certification and is packaged in 100% recycled plastic bottles with CleanFlake label technology. Available at major retailers like Alo Yoga, Whole Foods, and Sprouts, and online at ChlorophyllWater.com and Amazon.com, the brand has achieved significant success through his RangeMe Premium subscription, which he attributes to securing distribution with key retailers and enhancing his brand visibility with buyers.
In the following Q&A, Levine discusses the origin of his brand and products, his path to growth, and how RangeMe has played a key role in his brand’s success.
RangeMe: Tell us the origin of Chlorophyll Water
Levine: For the past two decades I’ve owned and operated restaurants in New York City, personally being plant-based for the past 15 years-my most recent restaurant focused on plant-forward, health-conscious, and sustainable (low-carbon footprint) menu items. During that time, I spent a lot of time learning about nutrition and superfoods.
Our Executive Chef and I experimented with incorporating superfoods into each dish, such as blue-green algae, marine phytoplankton, and spirulina. Throughout that journey, I kept noticing “chlorophyll” as the main nutritional ingredient highlighted in many of these superfoods (and, of course, all green vegetables) for all of chlorophyll’s health benefits. Along the way, I made the decision to give up coffee. I opted to swap out my morning coffee for liquid chlorophyll due to chlorophyll’s oxygenating properties, oxygen over caffeine, (the more research I did, the more benefits of chlorophyll I kept on reading about).
After incorporating liquid chlorophyll into my morning routine for about a year and feeling great and energized, I began to wonder why no one had created shelf-stable water with chlorophyll. So, I visited ChlorophyllWater.com – it was available. I also checked out @ChlorophyllWater on social media, available as well – and embarked on the adventure of creating a shelf-stable water with chlorophyll, now known as Chlorophyll Water.
I had no clue what I was doing, and was still just winging it. After all, I’ve been in hospitality for the past 20 years, but I found myself traveling across the country – visiting co-packing water facilities and mountain springs, testing water quality for crispness, purity and taste. These adventures led me to experiment with various filtration and purification methods, ensuring that while we filtered out – removed pollutants, microplastics and toxins, we retained all essential spring water minerals. Then dove into testing water soluble chlorophyll and crafting the formula that would eventually become Chlorophyll Water.
Here we are a few years later, Chlorophyll Water is the first-ever bottled water in the United States to pass the strict Clean Label Project certification requirements (meaning it was independently tested for environmental toxins, pesticides pollutants and microplastics). Chlorophyll Water is a plant-powered purified mountain spring water enhanced with the addition of chlorophyll, the distinct green pigment in plant life, fortified with additional Vitamins A, B12, C, and D.
Bottled at the mountain source and recognized by the Green Business Bureau as “Good for the Mind, the Body, and the Planet,” Chlorophyll Water is made from 100% recycled plastic with CleanFlake label technology. And we just partnered with Repurpose Global, and for every bottle of Chlorophyll Water sold, the equivalent to one plastic bottle is recovered from the ocean.
Chlorophyll Water is available nationwide at Alo Yoga, Bristol Farms, Central Market, Erewhon, Earth Fare, Lazy Acres, Meijer, Mother’s Market, Pure Greens, Sprouts, Urban Outfitters, Wegman’s and Whole Foods, and online at our website, ChlorophyllWater.com, and on Amazon.com/ChlorophyllWater.
RangeMe: Consumers are increasingly focused on wellness and longevity. How is Chlorophyll Water a part of your customers’ wellness regimens?
Levine: Rightfully so, consumers are increasingly concerned about what they put into their bodies, being Clean Label Project’s first-ever bottled water in the United States to pass and receive certification demonstrates our commitment to ingredient quality and our purification standards, and I think our customers value and understand that.
Thanks to the internet, social media and all of the information out there – consumers today are increasingly well-informed on wellness regimens. They prioritize health, wellness, and nutrition; consumers want to learn how to live a healthy lifestyle and I strongly believe that chlorophyll embodies all of that, truly is “nature’s green magic.”
When launching a new product or beverage, raising awareness and educating consumers are vital steps. We are still at that early stage with Chlorophyll Water, as it is new to the market. However, from grade school, we learn about the significance of chlorophyll, the very foundation of the air we breathe, sustaining life on Earth. We aren’t introducing a new buzzy keyword; we all recognize the importance of incorporating green, chlorophyll-rich vegetables into our diets. So why not drink Chlorophyll Water?
Since our launch, we’ve been amazed by the loyalty of our customers. Our direct-to-consumer (online) returning rate is nearly three times the industry average. Additionally, many of our customers on Amazon have ordered Chlorophyll Water more than 50x+ times. Witnessing this level of loyalty is both humbling and incredibly gratifying – now it’s time to continue to expand our footprint, grow our customer base.
I firmly believe we’re just scratching the surface of embracing a plant-based lifestyle; chlorophyll serves as its foundation (literally). We are actively looking to expand our retail presence and are stoked to welcome new consumers and partners into our Chlorophyll Water fam, joining our plant-powered movement.
RangeMe: What challenges have you faced initially getting distribution, and how did you address these challenges?
Levine: Before launching Chlorophyll Water, I was bombarded with warnings about the difficulty of this business. People cautioned me about the outdated distribution model and the fierce competition for shelf space.
To be candid, coming from the restaurant business, the consumer packaged goods (CPG) industry, the beverage sector, and the water business were all foreign territories to me, still is – there’s a certain naive optimism ingrained in entrepreneurs to simply just “figure it out” – and that’s what we did regarding distribution.
We decided to launch Chlorophyll Water in a familiar environment – yoga studios, where I spent much of my time. Unlike larger retail spaces, yoga studios typically have limited space with only a fridge or cooler, making it easier to stand out amidst fewer competitors – as we didn’t want to fight for shelf space.
At first I just rode my bike around Brooklyn with a backpack filled with Chlorophyll Water bottles, personally selling to yoga studios. I then bought a handtruck, started delivering cases myself, and eventually found a local courier services to fulfill orders and deliver cases.
It was a grind, and still is.
From there, we expanded our presence and generated buzz. We launched Chlorophyll Water in Alo Yoga’s New York locations, where it continuously sold out, eventually achieving nationwide distribution with Alo Yoga. Giving us great data and velocity reports, we then partnered with regional DSDs and secured placements with top retailers, including our first West Coast account, Erewhon. Special thanks to Vito from Erewhon for believing in and supporting Chlorophyll Water since Day #1!
Today, we are distributed nationwide with KeHE and UNFI along with regional DSD’s in almost every major market.
You can find Chlorophyll Water at various retailers, including Alo Yoga, Central Market, Erewhon, Bristol Farms, Earth Fare, Giant, Gourmet Garage, Lazy Acres, Meijer, Mothers, Sprouts, Wegmans, and Whole Foods. Despite having penetrated less than 1% of the market, we see a runway ahead of us. This tremendous growth potential both excites and motivates us.
RangeMe: Tell us about your sustainability efforts, particularly the use of Avery Dennison CleanFlake Adhesive Technology for the labels.
Levine: As a brand, Chlorophyll Water has always been committed to sustainability and the adoption of new ideas and technologies that can enhance the environmental impact of our packaging. When we initially launched, our bottles were landfill-biodegradable, and we recently transitioned to new bottles made entirely from 100% recycled plastic. Our aim was to make a genuinely meaningful and enduring environmental contribution, addressing the plastic waste challenge and reducing our reliance on virgin, fossil-fuel-based packaging.
This shift to 100% rPET not only diminishes plastic waste but also has the potential to lower CO2 emissions. Some studies suggest that rPET could lead to up to a 79% reduction in carbon emissions compared to new material.
To complement our new bottles, we’ve adopted Avery Dennison’s CleanFlake technology for our labels (shout to our label partner, Hub Labels). This choice aims to enhance the yield of high-quality, food-grade PET during the recycling process. CleanFlake technology utilizes a water-based adhesive that cleanly separates from PET during the caustic wash stage of recycling. Consequently, no adhesive residue remains on the plastic, ensuring it can be processed into clean, high-quality recycled PET flakes. This is really important – by incorporating CleanFlake technology, Chlorophyll Water ensures that its labels cleanly separate during recycling, thereby increasing the yields of pure PET flakes.
Lastly, we just partnered with Repurpose Global, to ensure that each bottle of Chlorophyll Water sold removes one plastic bottle from nature (including the ocean).
I can assure you (and promise you) that Chlorophyll Water will continue to pioneer innovative and progressive sustainability efforts.
RangeMe: Describe your history with RangeMe and some of the customer wins that have come from contacts that initiated on the platform.
Levine: Our history with RangeMe has been marked with successful retailer engagements since we joined the platform. From the outset, RangeMe provided us with a robust platform to showcase our products to a wider audience of buyers ranging from GNC to Urban Outfitters.
Over the years, we’ve optimized our profile with high-quality content and images, and actively participated in various retailer submission campaigns. This proactive approach has led to numerous customer wins, including securing distribution with major retail chains and specialty stores.
Besides GNC and Urban Outfitters, one notable success was our partnership with Whole Foods, which discovered Chlorophyll Water through their regional forager program on RangeMe. This relationship not only got us on the shelves at Whole Foods, boosted our sales but also enhanced our brand visibility and credibility. Overall, RangeMe has been instrumental in connecting us with key buyers and driving our business growth.
RangeMe: What kind of support do you provide these retailers to drive sales once your products are on the shelves?
Levine: We offer comprehensive support to retailers to boost sales of Chlorophyll Water once it is on the shelves. Our support includes:
- Digital Marketing Support: We collaborate with influencers to visit retailers where Chlorophyll Water is stocked to create social media content and digital campaigns, re-targeting the zip codes of the retailers, driving foot traffic.
- In-store Promotions: We run scheduled promotions aligned with meaningful events to our brand such as World Water Day, Earth Day and International Yoga Day.
- Point-of-Sale Displays: We provide eye-catching shelf talkers highlighting attributes and benefits such Chlorophyll Water being the first bottled water in the USA to pass Clean Label Project Certification and the benefits of chlorophyll to enhance visibility and attract customers.
- Sampling Events: We organize sampling events to let customers taste Chlorophyll Water, driving immediate sales and increasing brand awareness.
- Marketing Materials: We supply one-sheeters and other marketing materials to educate customers about the benefits of Chlorophyll Water.
- Employee Training: We offer training for store staff to ensure they can effectively communicate the benefits of our product to customers.
- Customer Engagement: We engage directly with customers through affiliate programs, social media, newsletters, QR codes on our bottle and loyalty programs to build a strong community around our brand.
- Instacart Advertising: We have seen great success with advertising on platforms like Instacart – offering us a targeted platform to reach shoppers at the moment they’re making purchasing decisions, thereby increasing brand visibility and conversion rates. By leveraging Instacart’s user data and demographic insights, we can tailor our campaigns effectively, ensuring they reach the right audience with the right message, ultimately driving retail sales and brand loyalty.
- Merchandising: Last, but not least…
Investing in a merchandising team has been pivotal for our retailers’ success.
For example, according to an article from MSN Money, “…after influencers raved about the health properties of Chlorophyll Water, the brand quickly sold out…the small company’s product has been flying off of shelves,” with Better Homes & Gardens writing an article calling Chlorophyll Water “The Latest Green Nutritional Trend Taking Over Grocery Stores,” calling it “one of the latest trends for improving health…the research that’s available does suggest the health benefits of chlorophyll include antioxidant activity, gut-health promotion, and anti-inflammation effects.”
That being said, partnering with merchandising teams has significantly boosted our sales and supported our retailers by ensuring stocked shelves, expanding product facings, and maintaining ample backstock inventory.
RangeMe: What do you think it was that drove this buyer engagement with your RangeMe profile?
Levine: Buyer engagement with our RangeMe profile was likely driven by a strategic combination of compelling content, high-quality images, and active participation in retailer submissions, along with (I am really bias here haha) – having a special product, Chlorophyll Water.
Our detailed and informative product descriptions, paired with creative and informative images, effectively showcased the unique features and benefits of Chlorophyll Water, capturing buyers’ attention. Additionally, our consistent involvement in retailer submissions increased our visibility and relevance to potential buyers, ensuring Chlorophyll Water was seen by the right people at the right time. This comprehensive approach created an engaging profile that resonated well with buyers, leading to increased engagement.
RangeMe: What recommendations would you give to other brands looking to get the most from RangeMe?
Levine: When I started my business, I was a newcomer in the industry, knowing few people and often feeling like an outsider. RangeMe has proven invaluable for connecting with buyers and retailers, bridging that initial gap and helping me establish crucial relationships.
For brands aiming to maximize success on RangeMe, firstly I recommend investing in high-quality images and informative content (highlighting brand keywords). Detailed product descriptions can greatly enhance your profile’s appeal. Secondly, actively engage in retailer submissions to boost visibility and connect with potential buyers. Even if your product isn’t accepted immediately, exposure is a win in itself, and timing could be favorable in the future.
Thirdly, keep your profile current with the latest product offerings and relevant updates to maintain freshness and engagement. For example, I just updated our profile to reflect our new bottles made from 100% recycled plastic with CleanFlake technology).
Utilize RangeMe’s analytics tools to understand buyer behavior and adjust your approach accordingly. Personally, I find it rewarding to compare analytics from RangeMe to other platforms.
Lastly, prioritize responsiveness and proactive communication with buyers to demonstrate reliability and eagerness to foster strong business relationships. By implementing these strategies, brands can effectively leverage RangeMe to expand their reach and drive business growth.
Editor’s Note: For all those looking to try Chlorophyll Water for the first time, Levine created this custom RangeMe code, 15% off your first purchase: https://chlorophyllwater.com/discount/RANGEME15