New, unfiltered “raw water” takes health foods by storm
The latest craze in California health food stores is known as “raw water,” an unfiltered, unsterilized, and untreated spring water in bottles. Marked by a small startup called Live Water, the newest take on bottled water is regularly sold out. A similar startup, Zero Mass Water, allows users to install a setup that collects water from the atmosphere surrounding their home. The company has gathered $24M in venture capital. Citing concerns about fluoride, the removal of essential minerals when treated, and a lack of healthy “probiotic” bacteria, the once fringe health movement is gaining mainstream momentum. The young industry is still finding its legs, and many are skeptical that tap water is anything but healthy. Investors seem to agree, and California shoppers are opening their wallets.