What caught my eye, though, was the justification by Asda, part of Walmart, for its pricing, as it reveals the first comparison I have seen with filter jugs:
“Our 2-litre bottle is 17 pence. For comparison, if a customer bought a Brita water filter jug at £16 and used if for the recommended 40 gallons, it would cost 21 pence to produce 2 litres of filtered water.
“We’re saving our customers time and money, as well as providing a container.”
Richard Hall is chairman of Zenith International.
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