December 15, 2003

By: Dustin Cyril
Website: http://www.water-purification-filters.com

Brita transforms the kettle market

Brita Water Filters, global market leaders and experts in water filtration, rocked the kettle market last year with the UK launch of their award winning Acclario, the only kettle to actively improve the taste and appearance of hot drinks.

Although the kettle market is still the largest sector in small appliances, recent growth has been static due to limited genuine innovation. Independent research has highlighted consumer demand for a product that really makes a difference to the taste of hot drinks, as well as preventing the build up of limescale. The true innovation that is Acclario meets these demands and is set to drive the kettle market forwards.

Acclario is more than just a kettle – at its heart is the unique Brita cartridge, which actively filters the tap water before boiling. It reduces impurities such as chlorine, heavy metals and pesticides that can affect the taste and appearance of drinks. It also reduces temporary hardness, the cause of limescale, which affects not only taste and appearance, but also shortens the life of a kettle.

Increasingly, style-conscious consumers are also looking for a product that looks great in the kitchen and Acclario’s stunning good looks are a great addition to any kitchen worktop. Its ‘stay-clear’ design enables you to watch the water as it boils - and by avoiding limescale build-up, its crystal clear looks are here to stay.

David Banfield, Brita Managing Director commented:
“This is a tremendously exciting time for Brita. The introduction of Acclario allows natural brand extension into a new product category, while staying true to our objective to provide cleaner, clearer great tasting water. Three years research and development have gone into Acclario’s production and we’re delighted with the end result.

New for 2002 is Brita’s flagship model, Acclario Premium, a cordless jug kettle combining rapid boil technology with the eye-catching transparent design. It also features Brita’s ‘Memo’, the world’s first electronic cartridge exchange indicator, proven to encourage regular cartridge replacement, and an easy-fill swivel lid. It is available in white and graphite and has an RSP of £49.95.

To support retailers, Brita has an extensive marketing campaign in place. This includes impactful and high quality in-store merchandise to communicate Acclario’s key features and benefits at point-of-purchase, an ongoing PR programme, and a high profile national TV campaign – the biggest ever kettle advertising campaign in the UK - which can be seen on your screens from March 2002.

Author Notes:

Dustin Cyril contributes and publishes news editorial to http://www.water-purification-filters.com.  Get educated on the benefits of water purification systems and different water filters available.