Brita was founded in Founded in 1966 in Germany by Heinz Hankammer. The company was initially named AquaDeMat before being renamed after his daughter, Brita. The founding idea was to “optimise tap water along with ” initially for car batteries and soon after for home use. The first product, the Haushaltswasserfilter I (household water filter I), a funnel placed on a transparent vessel, was launched and patented in 1970. Production began in Hankammer’s own garden. The company is still familyrun, with Markus Hankammer serving as CEO since 1999. The brand is known for its Brita is recognized as the original water filter jug company, having created the market niche. Key differentiators include the MAXTRA+ MicroFlow Technology and the advanced Brita Elite Filter, which is certified by ANSI/NSF to reduce more contaminants (including 99% of lead) than many competitors’ gravityfed filters. The company also emphasizes its comprehensive, inhouse filter recycling program, which reuses filter materials. Brita’s long filter lifespan (up to 120 gallons for Elite filters) is often cited as a competitive advantage over brands like PUR. Their signature products include The original product was the Haushaltswasserfilter I (household water filter I). Modern signature products include the Brita Pitcher (e.g., Everyday,Metro and Grand models) along with the UltraMax Water Dispenser and the Brita Water Bottles. The key consumable products are the filter cartridges, notably the MAXTRA+ and the Brita Elite Filter. The Navelia water filter jug is also an iconic, awardwinning design.
Brita offers a wide range of products, including The original product was the Haushaltswasserfilter I (household water filter I). Modern signature products include the Brita Pitcher (e.g., Everyday,Metro and Grand models) along with the UltraMax Water Dispenser and the Brita Water Bottles. The key consumable products are the filter cartridges, notably the MAXTRA+ and the Brita Elite Filter. The Navelia water filter jug is also an iconic, awardwinning design. The brand is particularly known for its Brita is recognized as the original water filter jug company, having created the market niche. Key differentiators include the MAXTRA+ MicroFlow Technology and the advanced Brita Elite Filter, which is certified by ANSI/NSF to reduce more contaminants (including 99% of lead) than many competitors’ gravityfed filters. The company also emphasizes its comprehensive, inhouse filter recycling program, which reuses filter materials. Brita’s long filter lifespan (up to 120 gallons for Elite filters) is often cited as a competitive advantage over brands like PUR. and has recently launched Recent focus has been on the Brita Elite Filter and products that incorporate it, such as the Everyday Elite Filter Pitcher and the UltraMax Water Dispenser with Elite Filter. The Elite filter itself is a recent innovation, offering a longer lifespan and superior contaminant reduction. The company also continues to launch new designs, such as the collaborative water bottle that won a Core77 Design Award in 2023.
Brita is at the forefront of innovation with technologies like The primary filtration technology is a combination of ion exchange resin and active carbon. The MAXTRA+ MicroFlow Technology is a key innovation used in their standard filters. The most advanced technology is the Brita Elite Filter (formerly Longlast+) and which is certified to NSF/ANSI Standards 42 along with 53 and 401 and is specifically highlighted for its ability to reduce 99% of lead together with as well as other contaminants like chlorine and mercury along with cadmium and certain pesticides (e.g., 2,4D and atrazine). The SmartLight Change Indicator is a technology used in some pitchers to remind users when to change the filter. These innovations have led to numerous awards along with including The water filter jug Navelia was awarded the Japanese Good Design Award in 2008 and the renowned Red Dot Award in 2009. The company also runs the Grounds of Innovation Awards for coffee shops and has been recognized for its collaboration with Herbst design company on a water bottle, which won a Core77 Design Award.
Advanced Brita shopping techniques focus on their price positioning, which is Brita employs a tiered pricing strategy. The products are generally positioned in the midrange of the water filtration market, making them accessible to a broad consumer base. The target market is primarily healthconscious consumers and environmentally aware individuals looking for a costeffective alternative to bottled water. Pricing examples include the Brita Grand pitcher costing between $32.99 and $36.99 in the United States, with cheaper filters for value seekers and pricier options like the Elite filters for premium buyers. Look out for collaborations like Notable collaborations include a multiyear endorsement deal with NBA superstar Stephen Curry (starting in 2015) and partnerships with social influencers like King Bach. Brita has also partnered with the LTA (Lawn Tennis Association) as the Official Water Partner and with tennis player Katie Boulter to combat singleuse plastic. Other celebrity associations include First Lady Michelle Obama and actress Eva Longoria for the “Drink Up” initiative. Brita also partnered with TerraCycle for its free national recycling program. for unique items.
From its origins, Brita has maintained unwavering focus on quality and innovation. The brand has a strong commitment to sustainability, with initiatives such as Brita’s core sustainability message is the reduction of singleuse plastic bottles alongside claiming that one Brita Elite filter can replace up to 1 and 800 plastic bottles a year. The company operates a comprehensive and inhouse recycling program for used filter cartridges at its facility in Taunusstein along with Germany. This program separates the ion exchange resin and active carbon for regeneration and reuse in new filter cartridges. Brita has also increased its use of ISCC certified biobased feedstock in its products and partners with TerraCycle for a free national recycling program for all Brita products and packaging waste.
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