Matt Levine is an entrepreneur known for his ventures in branding, hospitality and wellness. He is the founder of Chlorophyll Water, the first bottled water in the USA to pass the strict “Clean Label Project Certification” (tested for 90-plus environmental toxins and plasticizers)—a purified mountain spring water enhanced by nature with the addition of chlorophyll, a key ingredient and the vital green pigment in plant life.
Recognized by the Green Business Bureau as “Good for the Mind, the Body & the Planet,” Chlorophyll Water is packaged in both aluminum bottles and bottles made from 100 percent recycled plastic featuring CleanFlake technology. Through its partnership with rePurpose Global, Chlorophyll Water helps clean the oceans by recovering one plastic bottle for every bottle sold.
Question: You were a restaurateur in New York City before starting the Chlorophyll Water business. How did that happen?
Answer: I spent over two decades in the food and beverage world, owning and operating restaurants across New York City. My last concept was a veggie-centric, farm-to-table spot in SoHo—rooted in organic ingredients, sustainability and a low carbon footprint. Around the same time, I launched a chain of juice bars in Tulum, Mexico.
Shuttling between NYC and Tulum and working long hours in hospitality, I was constantly seeking clean, plant-based ways to boost my energy. After adopting a plant-based diet, I became fascinated by chlorophyll—the green pigment in plants—and its many reported benefits. I started adding liquid chlorophyll to my water each morning and immediately felt the difference: more energy, sharper focus, and better balance.
Chlorophyll—what I call Nature’s Green Magic—became my daily ritual. I even started offering it to guests at my restaurants. But I realized there wasn’t a convenient, grab-and-go format available. Question: Sustainability and the Clean Label Project are important aspects of your company. What do they mean to you and the brand? Answer: Sustainability is central to who we are. I’ll be the first to admit we’re not perfect, but we’re committed to evolving. When we first launched, we used landfill-biodegradable bottles, but they were too thin and began warping on shelves. Plus, they required closed-loop recycling systems, limiting their practicality.
So, we pivoted. Today, our bottles are made from 100 percent recycled plastic and use CleanFlake labels to ensure proper recyclability. Through our partnership with rePurpose Global, we’re also plastic-neutral, removing one plastic bottle from the environment for every bottle we produce. It’s not a perfect solution—but it’s a step forward, and I promise we’ll continue to push for better.
Transparency is just as important to me—if not more. That’s why Clean Label Project Certification matters so much. Chlorophyll Water made history as the first and only bottled water in the U.S. to be Clean Label Project Certified, and we’ve proudly maintained that certification for three consecutive years.
Question: Functional beverages are a competitive market. How has Chlorophyll Water grown?
Answer: Every category is competitive—but that challenge pushed us to think differently. I launched Chlorophyll Water with a healthy dose of naïve optimism and a lot of belief in what chlorophyll could become.
At launch, I was immersed in yoga and wellness and saw a natural fit. I started by biking around Brooklyn with a backpack full of Chlorophyll Water, stocking local yoga studios. One of our first big breaks came from Alo Yoga’s NYC location. As Alo Yoga grew, we grew with them—and now Chlorophyll Water is available in their stores nationwide. From there, we expanded into natural and conventional grocery.
Question: What are the benefits of Chlorophyll Water?
Answer: I personally drink Chlorophyll Water for its oxygenating properties and natural energy boost—but the feedback we hear from customers, wellness professionals and health practitioners goes even further.
Chlorophyll is often called “nature’s detoxifier.” It’s been praised for decades for its ability to support digestion, skin clarity, immune function and overall vitality. And now, it’s gaining mainstream traction—#chlorophyll and #chlorophyllwater have generated over 1 billion views across TikTok and Instagram, with users sharing visible results: clearer skin, improved digestion, increased energy and more.
Question: What do you recommend to retailers interested in carrying your product?
Answer: Sampling and education. That’s everything.
A lot of people look at the green color and assume it’ll taste like grass—but once they try it, they’re hooked. The most common reactions we hear are: “Wow, that’s actually really good!” or “So refreshing—it tastes like spa water.”
We’re not chasing the latest superfood trend. Chlorophyll is the common thread behind so many of them—wheatgrass, spirulina, sea moss—they all contain it. It’s something we all learned about in grade school, and it plays a fundamental role in plant life and photosynthesis. That familiarity creates a natural curiosity.
Question: What’s next for Chlorophyll Water?
Answer: We’re expanding—across format, function and footprint. Our new 1-liter bottle answers rising demand for larger, value-driven hydration options, and we’re continuing to invest in sustainability-driven storytelling, and digital-first marketing to boost visibility and foot traffic.
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