Hamilton Beach Brands reported it will launch a line of Brita-branded countertop water filtration appliances later this year as part of an exclusive, multi-year trademark licensing and product development agreement with the leading home water filtration brand owned by Clorox Company.
Brita, under Clorox in North America, pioneered the retail pour-through water filter business more than three decades ago. Brita now markets a wide range of home water filtration systems and replacement filters.
The Hamilton Beach Brands agreement with Brita continues an expansion of Hamilton Beach into home health and wellness appliances through a licensing collaboration with Clorox Company. Hamilton Beach in 2021 announced a line of Clorox-branded air purifiers set for widescale rollout the first half of this year.
“Consumer concerns about wellness and sustainability, which accelerated during the pandemic, are driving strong demand for at-home water filtration products,” said Scott Tidey, senior vice president, consumer sales and marketing, Hamilton Beach Brands. “Our agreement with Brita will expand our presence in the fast-growing, multibillion-dollar home health and wellness market.”
Lauren Kahn, senior director of marketing for Brita, said, “As the leader in at-home water filtration, we’re excited to offer even more options for people who want cleaner, great-tasting water at home without adding to plastic-bottle waste. Unfortunately, 47% of households still turn to plastic water bottles for their primary water supply at home, which results in sending more plastic waste to landfills that will persist for generations to come. Our brand purpose is to make water better for people and the planet, and we are constantly seeking out innovative ways to make sustainable hydration at home and on-the-go an easy choice.”
