BRITA, a leading company in the water filtration market, reaffirms its commitment to sustainability through a comprehensive vision that encompasses environmental, social and economic dimensions. Thus, the company aims to avoid the production of 1 million tons of CO₂ per year by 2025, replacing more than 6.5 billion disposable water bottles annually with the help of its products.
BRITA’s 360-degree approach puts sustainability at the heart of all its operations and underlines the company’s commitment as a responsible business and catalyst for change that empowers people to adopt better consumer habits. As a family business, it is distinguished by a consistent mission since its founding and its long-term focus, prioritizing the well-being of future generations over immediate success.
In this sense, and in line with its ‘Creating Sustainable Solutions’ strategy, the reduction of plastic is in the company’s focus. It aims to reduce the use of fossil resources and virgin plastic in its current products by 30%, as well as completely eliminate the use of virgin plastic in new packaging from 2025. For example, in 2023 BRITA already launched its first products that use biobased, non-fossil plastic: the new MAXTRA PRO cartridges. Additionally, in its new glass jug, it has reduced fossil-based plastic by more than 80%.
Packaging is also in BRITA’s sights with a goal of eliminating 5,000 tonnes of packaging and waste associated with product, transport and other activities by 2025. For example, BRITA has developed direct shipping packaging for key products that is specific to mitigate the impact generated in electronic commerce and that eliminates the need for additional boxes for shipping. In 18 months, this innovation has avoided more than 230 tons of packaging waste.
Recyclable containers and filters
Furthermore, recycling has always been a key criterion in the choice of packaging materials, with the aim of guaranteeing that 100% of its packaging is recyclable. BRITA, which has had its own filter recycling plant since 1992, has also made significant progress in the reuse of its own materials. In 2022, it reached 21% ion exchange resin recycled into new products, ahead of its goal of 20% by 2025.
Over the years, the company has carried out various actions to preserve the environment, one of the most recent being its positioning as an official sustainability collaborator of the Conde de Godó Tournament. In its first year, BRITA managed to dispense 7,183 liters of water at the tournament and reduce 21,700 single-use bottles, exceeding the 15,000 initially estimated.
Clare López-Wright, general director of BRITA Iberia, highlights BRITA’s progress in sustainability. «At BRITA we are convinced that strategies to care for the planet must translate into a tangible impact on people’s lives. Therefore, we are deeply proud of the achievements made so far, which drives us to be even more ambitious in our next sustainability goals. On this path, our consumers are our fundamental allies, since they share with us the awareness of the environmental urgency we are experiencing and we know that together we are going to generate the change that the world needs.
#Filtering #sustainable #solutions
