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Detectable residues of pesticides in Danish drinking water wells have increased attention on water quality. BRITA offers filtration solutions that can reduce certain unwanted substances in tap water — directly from the kitchen faucet.
Danish groundwater, which has traditionally been among the cleanest in the world, is increasingly under pressure. According to the Danish Association of Consulting Engineers’ State of the Nation 2024 report, residues of pesticides have been detected in more than half of Denmark’s drinking water wells. The same report points out that a large proportion of the drinking water in the greater Copenhagen area contains environmentally harmful substances in concentrations below the current regulatory limit values.
The Danish Society for Nature Conservation has previously documented that in 2019, residues of pesticides were found in approximately 25 percent of water utility wells. More recent national surveys show that the share of wells with detectable pesticide residues has increased. In addition, more than 300 water wells have been closed since 1999 due to contamination with pesticides and other chemical substances, including PFAS.
Although Danish water utilities supply drinking water that meets the authorities’ quality requirements, some consumers choose to supplement it with additional filtration at home.
“We are seeing that more Danes want to make an active choice regarding their water consumption,” says Mathias Hausager, Product Manager at Witt Denmark A/S. “Our filtration solutions are designed to function as a supplement to the water utilities’ treatment and can reduce certain substances that some consumers prefer to minimize in their drinking water.”
Documented filtration of selected substances
According to BRITA’s product documentation, BRITA MAXTRA PRO PURE PERFORMANCE filters have been tested to reduce a range of substances that may occur in tap water. These include certain pesticides, herbicides, and pharmaceutical residues, as well as selected PFAS compounds under test conditions. The filters use MicroFlow technology with activated carbon made from coconut shells.
In addition, the filters can help reduce:
- Limescale and water hardness
- Chlorine and chlorine-related taste and odor substances
- Metals such as lead and copper that may occur from older installations
- Particles from pipe systems
“A BRITA filter can act as an extra layer of filtration in the home,” explains Mathias Hausager. “The water meets all requirements, but filtration can contribute to improved taste and the reduction of certain unwanted substances.”
From awareness to everyday action
For consumers who want a practical solution in daily life, BRITA offers several filtration options:
- BRITA water filter jugs in sizes from 2.4 to 8.2 liters for everyday use. One MAXTRA PRO cartridge is tested to filter up to 150 liters of water and can thus replace the purchase of bottled water.
- The BRITA ON TAP water filter system, which is mounted directly on the kitchen faucet and provides filtered water without the use of a jug.
- BRITA water filter bottles with MicroDisc technology for filtration on the go.
Filtration and sustainable choices
In addition to convenience and improved taste, filtration can also support more sustainable consumption habits. According to BRITA, one filter cartridge can replace up to 150 single-use plastic bottles, and a portion of the material in the MAXTRA PRO cartridges’ lids and housing is bio-based and certified according to the ISCC PLUS standard.
Easy everyday use
BRITA’s filtration solutions are designed for ease of use. The integrated BRITA Memo indicator reminds users when the filter should be replaced. The filter cartridges are developed with a focus on recyclability and are included in BRITA’s recycling programs where available.
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Link to high-resolution images: https://witt.kontainer.com/folder/1046242
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For further information, please contact:
Witt PR Department
Email: presse@witt.dk
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Important information: BRITA products are developed as a supplement to water utility treatment and must be used with microbiologically safe tap water. The products cannot remove bacteria or viruses.
Sources: Danish Association of Consulting Engineers: State of the Nation 2024 | Water & Environment (frinet.dk) |The Danish Society for Nature Conservation: Groundwater reports (dn.dk) |BRITA product documentation (brita.dk)
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About Witt
Witt is a global brand house that develops and distributes unique and innovative products that make everyday life smarter. The company has a strong presence in the Nordic region and delivers outstanding brands to markets worldwide. Witt’s portfolio spans several business areas, including major home appliances, small domestic appliances, kids & baby, sport & performance, outdoor, food, e-mobility, and medical. For more information about Witt, visit: https://www.witt.dk/
About the BRITA Group
With total revenue of 691 million euros in the 2023 financial year 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. The well-established BRITA brand holds a top position in the global water filtration market. The family-owned company, headquartered in Taunusstein near Wiesbaden, Germany, is represented in nearly 70 countries across all five continents through 30 national and international subsidiaries and operational units, as well as partnerships in sales and industry. BRITA has five production facilities in Germany, the United Kingdom, Italy, and China. Founded in 1966, the company invented the first household water filter jug. Today, BRITA develops, manufactures, and distributes a wide range of innovative solutions for drinking water optimization — both for private use (water filter jugs, tap-connected systems, sparkling water makers, and BRITA Integrated Solutions for small and large electrical appliances from well-known manufacturers) and for professional use (solutions for hotels, restaurants, catering, and vending machines), as well as water dispensers for offices, schools, horeca, and the care sector (hospitals and nursing homes). Since 2016, BRITA has partnered with Whale and Dolphin Conservation (WDC) to protect the oceans from plastic pollution and thereby safeguard whales and dolphins. For more information, visit: https://www.brita.dk/
