Introduction to the Founder
Matt Levine, initially a restaurateur deeply rooted in New York City's hospitality scene, has branched into the wellness beverage industry as the founder of Chlorophyll Water. The brand stands out as the first bottled water in the U.S. to achieve Clean Label Project Certification, having passed tests for over 90 environmental toxins and plasticizers.
Roots in Hospitality and Inspiration for the Brand
Levine’s roots trace back over two decades in food and beverage, including a veggie-centric, farm-to-table restaurant in SoHo and a chain of juice bars in Tulum. While juggling between NYC and Tulum—and fueled by a plant-based lifestyle—he turned to liquid chlorophyll in his daily water for an energy and focus boost. That simple habit sparked the idea: why not package this “nature’s green magic” in a convenient, ready-to-drink format? Vitamin Retailer Magazine
Sustainability at the Core
Sustainability isn’t just a buzzword for the brand—it’s foundational. Though early attempts with biodegradable bottles didn’t pan out (they warped on shelves and needed complex recycling), the team pivoted to 100% recycled plastic bottles with CleanFlake labels for better recyclability. Plus, in partnership with rePurpose Global, the brand operates plastic-neutral—removing one ocean-bound plastic bottle for each bottle sold.
Transparency Through Certification
Transparency remains paramount. That’s why Clean Label Project Certification matters so much to Levine—it provides lab-tested, third-party validation. Chlorophyll Water continues to be the only U.S. bottled water to carry this certification, and it has done so consistently.
Growth Through Wellness Channels
Launching with “naïve optimism” and belief in chlorophyll’s potential, Levine initially hand-delivered bottles to Brooklyn yoga studios—with Alo Yoga’s NYC location becoming a key early supporter. That exposure opened doors for broader expansion into both natural and conventional grocery outlets.
Benefits That Spark Consumer Buzz
While Levine drinks the beverage for its oxygenating and energizing effects, users—from wellness pros to social media communities—report a range of benefits: clearer digestion, improved skin, stronger immune health, and boosted energy. Chlorophyll, dubbed “nature’s detoxifier,” has resonated widely—with #chlorophyll and #chlorophyllwater racking up over 1 billion views on TikTok and Instagram. Vitamin Retailer Magazine
Retail Tips: Sampling & Education
Levine emphasizes the power of sampling. Many customers fear the green tint might taste grassy—but once they try it? “Wow, that’s actually really good!” is a typical reaction. Framing chlorophyll as a familiar, foundational element in superfoods (like spirulina or wheatgrass) helps spark curiosity rooted in familiarity. Vitamin Retailer Magazine
What’s Next: Expansion & Innovation
Looking ahead, Levine plans to scale the brand in multiple ways: introducing a larger 1-liter bottle to meet demand for better value, ramping up sustainability storytelling, and boosting digital-first marketing to drive both visibility and foot traffic.
