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What does it really take to build a standout brand in one of the most crowded retail categories?

In this episode of Shelf Talks, I’m joined by Clara Sieg, co-founder and CEO of Loonen Water, the brand rethinking hydration through purity, transparency, and elevated consumer experience.

Clara shares the powerful founder story behind launching Loonen, from her personal fertility and wellness journey to building a premium water brand designed for today’s health-conscious shopper. We dive into what it takes to differentiate in a saturated aisle, how thoughtful product design can drive repeat purchase, and why getting on shelf is only the beginning.

We also unpack the real behind-the-scenes of scaling a beverage brand from sourcing and manufacturing to early retail traction, distributor partnerships, restaurant placements, and raising $6 million in funding to fuel growth.

If you’re a founder building a product-based business and want real insights on retail strategy, product differentiation, buyer appeal, and scaling in CPG, this episode is packed with takeaways.

In this episode, we cover:

•  How Clara turned a personal problem into a scalable retail brand 
•  What makes buyers pay attention in a crowded category 
•  The importance of product experience beyond just the formula 
•  Early retail growth strategies that drove strong sell-through 
•  How to think about pricing and positioning on shelf 
•  What investors vs. retail buyers care about in a pitch 
•  Lessons from scaling into hundreds of stores 

This conversation is a masterclass for founders looking to build a brand that not only gets into retail stores — but wins once it’s there.

🎧 Listen now and get inspired for your own retail journey.

Loonen Water Website: https://loonen.com/

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

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Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book