15 Feb 2008


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Brita launches in-store recycling programme for water filters

Brita

green-retail

environment

Source : Brita
In keeping with the company's green heritage, Brita has launched an in-store recycling programme.

The scheme aims to raise awareness of the economical and environmental benefits of drinking tap water by providing recycling bins for consumers’ used filter cartridges in a range of high street stores.

Retailers taking part include Argos and Robert Dyas, and selected Tesco stores are to begin the trial in March 2008. In addition to these, a number of independent outlets are also participating, with more expected to commit in the near future.

Brita branded bins are located next to the existing water filter fixtures in store and take all Brita filter cartridges including those for Brita jugs and the new Brita water filter taps.

In the case of Tesco, Brita branded blue bins will be located outside the front doors.

For consumers it’s an easy way to recycle cartridges when shopping for new ones and retailers are giving their customers an additional reason to visit stores whilst encouraging them to do their bit for the environment – it’s a win-win situation for everyone involved.

In addition to being able to recycle their filter cartridges, water drinkers will be able to make more of a difference to their carbon footprint than ever, thanks to Brita’s new Maxtra water filter, which is proven to deliver a massive 150 litres of filtered water.

With one cartridge being equivalent to hundreds of empty bottles, users are able to make a huge difference to their impact on the environment, while their Brita filtered tap water has less chlorine and limescale than ever before.

Being green has always been at the forefront of the Brita’s ethos. The company has been recycling its filters since 1992, and is still the only water filter company with recycling facilities. Brita is extremely keen that this initiative is a success, as, in addition to the obvious environmental advantages of drinking filtered tap, a recycled Brita water filter cartridge has a19% lower carbon footprint to a new one.

Neal Jones, Marketing Director at Brita, comments: “Brita has always been at the forefront of innovation in the water filter market and, unlike any other filter brand, we are totally committed to recycling all Brita cartridges. We recognise the increasing consumer concerns about reducing waste and energy consumption - with the combined impact of the Maxtra’s efficiency and the in-store recycling scheme, we are hoping to make it easier than ever for our customers to do their bit for the environment.”

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