“As a company, we’re all about ensuring the consumer is able to stay as well hydrated as possible,” says Neal Jones. “We have a vision of a world where water of the highest quality is available everywhere.”
And this certainly seems to be the case, with a wealth of Brita products on offer, including stylish water filter jugs, filtered cartridges and filtered water dispensers.
“We’re finding that increasing numbers of consumers are looking for triggers of brand quality when making purchasing decisions,” he adds. “Our consumers and customers trust Brita and the Brita brand to deliver great products, fit for purpose.”
While Brita products are not necessarily the cheapest on the market, the company believes they offer great value for money given the expertise Brita brings to the water filtration market, and focus on delivering innovation in water filtration.
Brita has also been recycling all parts since 1993, and believes it offers a green drinking solution. All of its filter products are recyclable, and there are now more than 1,400 recycling points across the UK for the consumer refills. All professional filters returned to Brita will also be recycled at its own recycling plant.
Most water cooler companies are looking for filter options that offer quick and easy exchange, low-tech exchange and one-click product solutions. Brita’s Purity C range of filter cartridges, which have applications for water coolers, coffee and vending machines and even dishwashers, offer just this.
“The cartridges are easy to adapt to consumption needs too, so water cooler companies can be responsive to their customers’ needs,” says Jones.
The AquaVend cool cartridge is especially suited to the water cooler market. With its special activated carbon filter media, the AquaVend Cool filter cartridge mounted at the inlet side of the machine guarantees safe elimination of all unpleasant odours and tastes, and reliably retains particles.
Brita’s latest product range, launched at the end of 2010, is the On Line Active and On Line Active Plus range of filtered water dispensers. The new products provide the ultimate convenience of Brita filtered water on-demand, either through the existing kitchen tap or through a dedicated Brita water dispenser. Smart, green and economical, these hydration solutions will appeal to all UK households who want great-tasting water without any delay.
On Line Active Plus comes complete with a stainless steel Brita filtered water dispenser that sits alongside a normal kitchen tap. The On Line Active Plus filter cartridge has Brita’s multi-stage filtration performance – just like its regular jug cartridges – reducing limescale, chlorine, metals such as lead, copper and aluminium and organic impurities.
Limescale reduction in particular ensures hot drinks develop a better taste and aroma, and protects appliances such as kettles and coffee makers from limescale build-up, saving energy during use and making them last longer.
The second new product, On Line Active, is Brita’s first retro-fit filter solution for UK domestic taps, delivering Brita carbon-filtered water from any kitchen tap. The On Line Active reduces chlorine and organic impurities improving the taste, smell and appearance of tap water. Both products also benefit from fully recyclable filter cartridges, thereby offering a sustainable hydration solution for any consumer.
The range is initially targeted at the residential sector, but Brita has already seen interest from the commercial sector for office kitchens and from the hotels, restaurant and catering sector, keen to install to offer chilled, filtered water to customers.
Hannah Oakman is editor of Cooler Innovation magazine. Subscribe here.
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