81 per cent of Italians drink bottled water, yet 84 per cent do not consider it sustainable; 75 per cent fear the presence of microplastics and 68 per cent have concerns about hygiene. 37 per cent of Italians, on the other hand, drink tap water: they do so for convenience, to save money, and to reduce plastic use and its environmental impact. Tap water is subject to rigorous checks and is made drinkable by the addition of chlorine, which eliminates bacteria – yet despite this, 60 per cent of those who drink it do not consider it entirely safe: this may be due to the condition of household pipes or the presence of specific pollutants such as Pfas in certain geographical areas. The presence of chlorine, moreover, means it is not considered optimal from an organoleptic standpoint by 73 per cent of those who drink it; 43 per cent also find it off-putting due to unpleasant odours.

A filter jug for tap water

For an alternative to bottled water and to improve tap water, using a filter jug is certainly an option worth considering. It is useful for making the taste of water more neutral and for reducing water hardness or the presence of metals and pollutants. Even when using a filter jug, however, doubts or questions may arise: are the materials of the filter and the jug safe, or do they too release substances? Does filtration also remove the beneficial mineral salts from the water? What happens if the water sits in the jug for a long time, or if the filter is not changed? And what is the environmental impact of the replacement filters?

The filter jug, an ally for daily hydration

Let's start with the jug: a sustainable alternative to bottled water. Among the best solutions are jugs made from borosilicate glass, a material that does not absorb odours or flavours and does not discolour. The one by Brita, the world leader in water filtration and personalisation, is made from 100 per cent borosilicate glass – lightweight, robust and heat-resistant, and dishwasher-safe – with 60 per cent of the material sourced from production surplus. The funnel is made from 100 per cent bio-based plastic – derived from food and forestry industry by-products – and the packaging is plastic-free, thanks to recycled cardboard components that are fully recyclable, and printing with water-based inks.

For Brita, sustainability encompasses the entire product lifecycle, starting with material innovation. The goal is to reduce the use of virgin fossil-based plastic by 30 per cent by the end of 2025: a result made possible by the introduction of bio-based plastics already present in products such as the Style Eco jug and the MAXTRA PRO filters, in which 50 per cent of the materials used for the lid and the filter body are of biological origin*.

Choosing a filter jug means choosing an ally for daily hydration. The new Brita Style Essential filter jug, with a capacity of 2.4 litres, is ideal for the whole family or for anyone who always wants water ready to drink; thanks to the flap on the lid, filling it under the tap is easy and immediate. The jug lid also features a smart indicator that signals when it is time to replace the filter.

(*according to the mass balance approach).

How the filter works and what it does (including against Pfas)

Now let's turn to the filter: it is generally composed of a filter mesh, microgranules of natural activated carbon usually derived from coconut shells, and ion exchange granules.

The mesh serves to filter out macro particles, which may be present in older pipes. The activated carbon reduces chlorine and filters out substances that alter the taste of the water, as well as impurities and pollutants such as pesticides, where present.

Brita has independently tested how effective the activated carbon used in its filters is at reducing the presence of Pfas. It was found that, when present in filter cartridges, activated carbon is capable of significantly reducing (by up to 80 per cent) the most common Pfas, such as perfluorooctane sulfonic acid (PFOS) and perfluorooctanoic acid (PFOA), thanks to its absorption capacity.

The ion exchange granules, on the other hand, function to soften the water, protecting household appliances from limescale – such as kettles – and reducing metals such as lead and copper. It should be noted that the filters nonetheless allow a certain amount of mineral salts such as calcium and magnesium to pass through, which are beneficial to the body. Potassium is retained in full.

For greater peace of mind, it is important to know that it is preferable to store filtered water in the fridge and consume it within 24 hours.

Tap water on the go

Those who use a reusable bottle outside the home, with the aim of reducing single-use plastic, will be interested to know that filter bottles also exist. With Brita's version, the water is filtered as you drink. Wherever you are, it helps to reduce chlorine, Pfas, microparticles and other substances that may be present in tap water.

How to replace the filter

To keep it working effectively, the jug filter should be replaced every 4 weeks: Brita's filter-changing process is simple and quick, and the company is also committed to the sustainability of its filters. The MAXTRA PRO Pure Performance product is made from 50 per cent certified bio-based materials used for the lid and the filter body.

Filter jug: a measure of environmental impact

According to internal research by Brita, by using filtering systems a family can reduce its annual carbon footprint by an average of 90 per cent and its consumption of single-use plastic by 98 per cent. Moreover, compared to bottled water, a filter jug allows savings of up to 60 per cent in terms of cost per litre (20 cents versus 8 cents).

Among its efforts towards greater sustainability, Brita introduced the Planet Contribution Index a few years ago — a corporate performance indicator capable of measuring environmental impact in terms of how many water bottles are saved, combined with the Company Carbon Footprint, the impact generated by the company's activities, measured in carbon dioxide emissions. In addition, Brita's new facility in Bad Camberg, Germany, was designed and built to stringent energy efficiency standards. Brita also adopts a responsible waste management approach, with a recycling rate of over 70 per cent for non-hazardous waste.

Brita, sustainability as the beating heart of the company

The company is committed to protecting marine biodiversity, actively supporting the Whale and Dolphin Conservation at a global level since 2016 and, in Italy, participating in LifeGate's Water Defenders Alliance through the adoption of two "plastic-catching" devices capable of collecting up to two tonnes of floating waste — including microplastics — from our seas each year.