As concerns mount over the pervasive presence of forever chemicals like PFAS, BRITA, a leading provider of drinking water optimization solutions,headquartered in Taunusstein, Germany, steps in with a proofed solution to alleviate consumer apprehension: The concerns of ingesting these chemicals in drinking water can be greatly reduced.
PFAS (per- and polyfluorinated alkyl substances), known for their persistence in the environment and many of them for potential health hazards, are gaining global attention. Found in everyday items ranging from clothing, cookware to cosmetics, these chemicals raise concerns as some of them are suspected to their toxic and carcinogenic properties.
These so-called forever chemicals have been used since the 1940s and are involved in the manufacture of hundreds of daily used products. However, they pollute groundwater and therefore humans, animals, and ecosystems. Once they get there, they stay there. Evidence is indicating that some of them could be harmful to health. Human exposure to PFAS primarily occurs through contaminated food, water, and inhalation. Accordingly, environmental protection organizations have been calling for an EU ban on this group of substances for years.
BRITA, a leading provider of drinking water optimization solutions,headquartered in Taunusstein, Germany, can offer reassurance to concerned consumers. Sorption methods, particularly activated carbon filtration, have proven effective in reducing PFAS in water. In the case of drinking water, the risk of absorbing these chemicals can be greatly reduced. This was recently confirmed by two different independent analyses conducted by BRITA. The Water filtration Brand has tested its MAXTRA PRO ALL-IN-1 cartridge for the filtration of household water for the reduction of two prominent PFAS variants by two independent institutes in Japan and the United States based on official standards. The first is the JWPAS B.210 at the Japanese Sougoumizu Institute and the second is the US test procedure according to NSF53 at the IAPMO Water Centre in the USA.
“We are really happy”, says Dr. Stephan Eichhorn, Head of Group Technical Affairs at BRITA Group, “that we can reassure worried consumers now. Our MAXTRA PRO ALL-IN-1 cartridge can filter up to 80% of PFOA and PFOS.” Dr. Eichhorn emphasizes BRITA’s dedication to consumer safety. “Recently, we have received more and more inquiries about PFAS. So, we tested our best cartridge and the thorough testing substantiates the cartridge’s effectiveness”, he says.
In principle, substances of concern are eliminated or significantly reduced in the waterworks. However, trace substances or degradation products of these substances may still be present in small quantities. People who want to be absolutely sure can also filter their tap water at home.
BRITA’s proactive approach includes the development of a dedicated logo on the MAXTRA PRO ALL-IN-1 cartridges that has been tested to reduce the two PFAS. This aligns with the brand’s ethos of transparency. BRITA wants to be are liable ally for consumers who want to feel safe.
--
For more information, please contact:
Witt PR Department
Email: presse@witt.dk
--
About Witt
Witt is a global brand house that develops and distributes unique, innovative products that make everyday life smarter. With a strong presence in the Nordic region, Witt delivers outstanding brands to markets around the world. The company’s portfolio spans across several business areas, including home appliances, small domestic appliances, baby & kids, sport & performance, outdoor, food, e-commute, and medical. Learn more: https://www.witt.dk
About the BRITA Group
With total sales of 691 million euros in fiscal 2023 and 2,314 employees worldwide at the end of 2023 (including 1,216 in Germany), the BRITA Group is one of the leading companies in drinking water optimization. Its long-established brand BRITA holds a top position in the global water filter market. The family-owned company, headquartered in Taunusstein near Wiesbaden, Germany, is represented in nearly 70 countries on all five continents through 30 national and international subsidiaries or operating facilities, as well as investments, sales and industrial partners. It operates five production facilities in Germany, Great Britain, Italy and China. Founded in 1966, the inventor of the household water filter jug for today develops, produces and distributes a wide range of innovative solutions for drinking water optimization, for private use (water filter jugs, pipe-connected systems, sparkling water makers as well as BRITA Integrated Solutions for small and large electrical appliances from renowned manufacturers) and commercial use (solutions for hotels, restaurants, catering and vending machines) as well as water dispensers for offices, schools, the catering industry and the hygiene-sensitive care sector (hospitals, care homes). Since 2016, BRITA has been working together with Whale and Dolphin Conservation (WDC) to protect the oceans from plastic waste and as such to protect whales and dolphins. www.brita.net
