What Brita does

BRITA is a German-founded, family-controlled water filtration company established in 1966, with the UK subsidiary headquartered in Bicester and parent company BRITA SE based in Taunusstein, Germany. The company operates across two distinct business segments: a consumer division selling filter pitchers, filter bottles, carafes, integrated tap systems, home water dispensers (BRITA Cube, YOURCE cool), and the proprietary MAXTRA PRO cartridge family; and a professional/B2B division (operating under the VIVREAU sub-brand) supplying mains-fed commercial water dispensers with installation, rental, and managed maintenance services to offices, healthcare facilities, hospitality, education, coffee shops, vending operators, catering, and fine dining.

The company's underlying technology centers on multi-stage water filtration using activated carbon (sourced from coconut shells), ion-exchange resins, fine-mesh pre-filters, and hollow-fibre membranes. Its commercial-grade CLARITY Protect system combines these stages to reduce over 99% of PFAS and filter 99.999% of bacteria. The flagship BRITA LARQ iQ bottle adds UV-C self-cleaning technology with Bluetooth-connected hydration tracking via the BRITA App (integrating with Apple Health). Professional dispensers layer ThermalGate heat disinfection and HygienePlus filtration for healthcare and critical-hygiene environments, achieving 99.99999% bacteria destruction.

BRITA's revenue model combines one-time hardware sales (jugs from £25.79, smart bottles up to £119, home dispensers up to £349, professional dispensers quote-based) with predictable recurring revenue from replacement cartridges consumed every 4-12 weeks. The professional segment adds a managed-services revenue stream via multi-year rental contracts with maintenance included. The company reaches consumers through D2C e-commerce (brita.co.uk), Amazon UK, physical retail stockists, and a dedicated professional field-sales operation, supported by celebrity (Millie Bobby Brown) and sports (LTA) marketing partnerships anchored on a sustainability narrative around single-use plastic reduction.

Name

Brita

Legal name

BRITA SE

Website

https://brita.co.uk

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

BRITA is a 60-year-old, family-controlled water filtration company selling consumer filter pitchers, bottles, and dispensers alongside professional/B2B mains-fed water dispensers. It generates revenue through hardware sales plus recurring cartridge replacements and managed-services contracts across UK, German, and global markets.

Ownership category

akta.pro rank

Product category

Water Filtration Products

akta.pro primary industry

Pitcher & Dispenser Water Filters (CRAJAJAB)

akta.pro secondary industries

Replacement Filter Cartridges & Consumables (CRAJAJAH), Under-Sink Water Filtration Systems (CRAJAJAD), Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems) (CRACACAF), Water Softener, Filtration & Treatment System Installation (HSAOAAAH)

Keywords

• Water filtration products
• Consumer filter jugs
• Commercial water dispensers
• Replacement filter cartridges
• Professional water treatment

Headquarters

HQ city

Bicester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Consumer Water Filter Products: One-time hardware sales of water filter jugs, bottles, carafes, tap systems, and dispensers. Revenue generated from initial product purchases across consumer and professional segments.
2. Filter Cartridge Replacements: Recurring revenue from replacement filter cartridges including MAXTRA PRO, MicroDisc, P1000/P3000, and A1000. Customers require cartridge replacements every 4-12 weeks depending on usage, creating predictable recurring revenue streams.
3. Professional Water Dispenser Rental & Services: B2B revenue from renting and maintaining commercial water dispensers. Includes flexible payment plans with maintenance included, expert installation, and ongoing support services.
4. Professional Dispenser Sales: One-time purchase option for businesses buying commercial dispensers outright, with optional maintenance packages available.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

BRITA manufactures and sells water filtration products to households and commercial customers. The consumer range includes filter jugs, water filter bottles (with self-cleaning UV-C variants), carafes, integrated tap systems, and home water dispensers, all using the proprietary MAXTRA PRO cartridge system. The professional range includes mains-fed water dispensers (floorstanding, countertop, integrated tap formats) with advanced filtration (CLARITY Protect, PURITY C, CLARITY Safe X3) and HygienePlus with ThermalGate heat disinfection, sold or rented to offices, healthcare, hospitality, and food-service operators with installation and ongoing maintenance services.

Product overview

BRITA is a water filtration company offering a comprehensive portfolio of consumer and professional water treatment products. The consumer range includes water filter jugs (Glass Jug, Style Essential, Style eco, Flow, Marella, Aluna), water filter bottles (BRITA LARQ iQ with smart UV-C self-cleaning and app connectivity, BRITA LARQ Essential, Model Vital, Model Active), water filter carafes, tap solutions (3-way integrated taps, mypure side tap filters), and home water dispensers (BRITA Cube for hot water, YOURCE cool for filtered hot/chilled/sparkling water). All consumer products use MAXTRA PRO cartridge technology in PURE PERFORMANCE or LIMESCALE EXPERT variants. The professional/commercial segment provides mains-fed water dispensers (Top Compact, Top Pro, Extra I-Tap, Extra C-Tap, Fill Pro, Fill T-Tap) with advanced filtration (CLARITY Protect, PURITY C, CLARITY Safe X3) for offices, healthcare, hospitality, and manufacturing. Supporting services include the MyBRITA customer platform for product registration and the BRITA App for hydration tracking with Apple Health integration. The iQ range represents BRITA's smart product line with real-time insights and connectivity.

Differentiator

Problem solved

Functional benefit

Brands

• BRITA LARQ: Self-cleaning UV-C water filter bottles with smart hydration tracking capabilities.
• MAXTRA PRO
• mypure
• VIVREAU
• YOURCE cool
• BRITA Cube

Products and services

• BRITA Glass Jug 60th-anniversary edition water filter jug with glass body and silicone base, using the MAXTRA PRO PURE PERFORMANCE cartridge to reduce chlorine, limescale and improve the taste of tap water in the kitchen.
• BRITA Style Essential Water Filter Jug Easy-to-use water filter jug with MAXTRA PRO filtration and a contemporary slim design for everyday kitchen use, available in multiple colours.
• BRITA Style Essential XL Water Filter Jug XL-capacity version of the BRITA Style Essential jug for larger households, retaining the same MAXTRA PRO filtration and styling.
• BRITA Style eco Water Filter Jug Sustainability-focused water filter jug made with eco-friendly materials, using the MAXTRA PRO PURE PERFORMANCE cartridge for filtered drinking water.
• BRITA Flow XXL Water Filter Jug XXL capacity water filter jug with integrated dispensing tap designed for filling bottles and serving larger volumes in one go.
• BRITA Marella Water Filter Jug Smart-fill water filter jug with practical design and MAXTRA PRO filtration, a long-standing BRITA consumer offering.
• BRITA Aluna Water Filter Jug Entry-level contemporary water filter jug offering MAXTRA PRO filtration at a value price point for first-time filtered-water users.
• BRITA LARQ iQ Water Filter Bottle Advanced self-cleaning reusable water bottle with UV-C purification (eliminates up to 99.999% of bacteria) and Bluetooth connectivity to the BRITA App for hydration tracking, smart drinking reminders and filter-as-you-drink performance.
• BRITA LARQ Essential Bottle Premium insulated reusable bottle with the LARQ UV-C self-cleaning technology, available in multiple colours and upgradeable with a BRITA filter cartridge kit.
• BRITA Model Vital Water Filter Bottle Outdoor water filter bottle that filters water as you drink for a pure, fresh taste, designed for sport and active outdoor use.
• BRITA Model Active Water Filter Bottle Lightweight workout water filter bottle that filters water as you drink for pure, fresh taste during exercise.
• BRITA Water Filter Carafe Compact 1.3L water filter carafe with MicroDisc filtration and BRITA Memo filter-change reminder, designed for home or office use.
• BRITA 3-way Integrated Water Filter Tap Kitchen tap replacement with a dedicated blue lever delivering filtered water alongside a second lever for standard hot/cold mains water, using P1000 or P3000 cartridges.
• BRITA mypure P1 Side Tap Water Filter Space-saving secondary tap that delivers filtered drinking water alongside the existing kitchen faucet without replacing it.
• BRITA mypure SLIM V-MF Side Tap Water Filter Slim-format secondary kitchen tap filter providing filtered drinking water without replacing the existing faucet.
• MAXTRA PRO PURE PERFORMANCE Replacement Cartridges All-round replacement cartridges for BRITA water filter jugs. Multi-stage filtration using super-fine mesh, natural coconut microcarbon and ion-exchange pearls reduces chlorine, limescale, lead, copper, trace herbicides/pesticides, pharmaceuticals and PFAS. Made with 50% bio-based materials.
• MAXTRA PRO LIMESCALE EXPERT Replacement Cartridges Limescale-optimised replacement cartridge for coffee and tea drinkers, claiming 50% better limescale reduction than PURE PERFORMANCE for appliance protection and fuller-flavour hot drinks.
• BRITA MicroDisc Filter Discs Replacement filter discs for BRITA carafes and bottles, lasting up to 150 litres or 4 weeks and reducing chlorine, PFAS, micro-particles, pesticides, herbicides and hormones.
• BRITA P1000 / P3000 Tap Filter Cartridges Replacement cartridges for BRITA filter taps, reducing limescale and chlorine for up to 12 months of use in kitchen integrated-tap installations.
• BRITA A1000 Filter Cartridge Replacement cartridge for BRITA water dispensers reducing taste- and odour-impairing substances such as chlorine for up to six months.
• BRITA Cube Home Water Dispenser Hot water dispenser for the home using UV-C technology and MAXTRA PRO filtration to deliver filtered, 99.999% bacteria-free hot water at the touch of a button.
• YOURCE cool Home Water Dispenser Advanced no-installation home water dispenser that filters, cools and heats water on demand, with self-cleaning functionality and a modern touch display, available in multiple colours.
• BRITA Top Compact Professional Water Dispenser Compact countertop or floorstanding professional water dispenser delivering up to three water types (unchilled still, chilled still, chilled sparkling) for 5–25 regular users, designed for small offices.
• BRITA Top Pro Professional Water Dispenser Versatile countertop or floorstanding dispenser offering up to four water types (unchilled, chilled still, semi-sparkling, sparkling) for 10–100 users, with optional HygienePlus quadruple protection for healthcare-grade environments.
• BRITA Extra I-Tap Professional Water Dispenser Minimalist integrated professional water tap offering four water types (ambient, chilled still, semi-sparkling, sparkling) with BRITA ThermalGate heat disinfection for premium hygiene.
• BRITA Extra C-Tap Professional Water Dispenser Premium designer professional water dispenser tap with glass touch control, dispensing up to five water types including instant boiling water, with smart features like portion control for offices and hospitality.
• BRITA Fill Pro Professional Water Dispenser High-volume countertop or floorstanding professional dispenser with ice-bank cooling that can fill two bottles simultaneously, for 50–250 regular users in hotels, restaurants, offices and events.
• BRITA VIVREAU Fill T-Tap Professional Water Dispenser Minimalist integrated tap system under the VIVREAU sub-brand that fills two glasses simultaneously, with three installation options and high-capacity output for commercial hospitality and office use.
• BRITA CLARITY Protect Commercial Filter High-performance professional water filter combining pre-filter, activated carbon and hollow-fibre membrane to reduce over 99% of PFAS and filter 99.999% of bacteria, 99.95% of cysts and microplastics with up to 11,500 litre capacity.
• BRITA PURITY C Commercial Filter Professional water filter for hot-water dispensers and food-service equipment, combining pre-filter, ion-exchanger for limescale, activated carbon and post-filter to optimise water hardness and protect equipment.
• BRITA CLARITY Safe X3 Bacterial Filter Professional bacterial filter for healthcare and critical-hygiene environments, part of the BRITA HygienePlus solution with CLARITY Protect and ThermalGate, filtering 99.99999% of bacteria and 99.95% of cysts.
• BRITA Managed Services for Commercial Dispensers Subscription-like professional maintenance and servicing programme for commercial water dispensers, helping enterprises prevent breakdowns and costly repairs through scheduled maintenance visits, consumable replenishment and engineer support.
• MyBRITA Customer Platform Online customer account platform enabling extended warranty registration, free replacement-parts requests, order history, cartridge reminders, and personal preference settings for BRITA consumers.
• BRITA App Smartphone application that pairs with smart BRITA products such as the LARQ iQ bottle, providing hydration tracking, smart drinking reminders, filter-change notifications and Apple Health integration for personalised hydration goals.

Quantifiable outcome

• BRITA MAXTRA cartridges reduce waste by 15.1 kg annually compared to equivalent bottled water consumption
• +5 more outcomes

Named customers1 record

Segments9 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Millie Bobby BrowncoreGTM or Marketing Partner · 1 January 2026Actress Millie Bobby Brown serves as brand ambassador for BRITA, starring in the 'Own Your Thing' campaign to promote BRITA LARQ bottles and water filtration products to younger consumers.
• Katie BoulterminorGTM or Marketing Partner · 1 January 2026British tennis player featured in BRITA marketing promoting LTA sponsorship and BRITA LARQ water filter bottles.
• LTA (Lawn Tennis Association)coreStrategic or Co-development Partner · 1 January 2024BRITA is the first non-single-use water sponsor of British tennis through partnership with LTA. Since 2024, BRITA has removed nearly 500,000 plastic bottles from LTA tournaments. Partnership positions BRITA as the official water filtration and hydration partner for British tennis events.
• PayPalminorChannel Partner/ Reseller/ DistributorPayment service provider for processing online transactions in BRITA e-commerce store.
• ElavonminorChannel Partner/ Reseller/ DistributorPayment service provider for processing credit card transactions in BRITA e-commerce store.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Soma: Soma designs premium water filter carafes and reusable bottles with a sustainability-focused brand identity. It competes with BRITA's carafe and bottle lines, particularly in the design-conscious consumer segment where both brands emphasise aesthetics and eco-friendly positioning.
• LifeStraw: LifeStraw sells portable and household water filtration products, including personal filter bottles and home systems. It overlaps with BRITA's filter bottle range (LARQ, Model Active/Vital) and shares a sustainability and clean-water mission-driven brand positioning.
• Waterdrop: Waterdrop is a fast-growing DTC water filtration brand offering under-sink, reverse osmosis, and refrigerator filters. It overlaps with BRITA's tap solutions and replacement cartridge business and has rapidly gained share in online channels globally.

Direct peers

• Clearly Filtered: Clearly Filtered sells premium water filter pitchers, bottles, and under-sink systems marketed on aggressive contaminant reduction claims (PFAS, lead, chlorine). It competes head-to-head with BRITA in the premium household filtration segment with similar cartridge-driven economics.
• ZeroWater: ZeroWater sells pitcher water filters and dispensers using a multi-stage filtration system, directly competing with BRITA's pitcher jug line. Both brands compete on contaminant reduction claims (TDS, heavy metals) and replacement filter cartridge economics for households.
• Aquasana: Aquasana manufactures consumer and commercial water filtration products, including under-sink filters, shower filters, and replacement cartridges. It directly overlaps with BRITA's tap filtration, replacement cartridge, and home dispenser portfolio with comparable marketing claims on chlorine and contaminant reduction.
• PUR: PUR (owned by Helen of Troy) is one of BRITA's closest direct competitors in pitcher water filter jugs and replacement cartridges in North America. Both brands sell pitcher-and-cartridge systems targeting the same household chlorine/limescale reduction use case with comparable pricing and retail distribution.

Broad incumbents

• Elkay Manufacturing: Elkay is a major manufacturer of water coolers, drinking fountains, and bottle-filling stations for commercial and institutional settings. It competes with BRITA's professional water dispenser portfolio (Top, Extra, Fill ranges) for office, healthcare, and education contracts.
• Culligan: Culligan is a large incumbent in residential and commercial water treatment, including point-of-use filters, dispensers, and bottled water delivery. It is highly comparable to BRITA on the professional/commercial dispenser side and overlaps on household filtration cartridges.
• Primo Water Corporation: Primo operates a national water dispenser and exchange/refill business in North America serving households and offices. It is comparable to BRITA's professional dispenser and home dispenser business as an alternative way for consumers and businesses to access filtered drinking water.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BRITAUK
• Instagraminstagram.com/brita_uk
• Xx.com/BRITAPRO
• YouTubeyoutube.com/user/BritaUK

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brita