PUR Water Pitcher Filters Certified to Reduce Two Times More Contaminants Than Brita1

SOUTHBOROUGH, Mass.--(BUSINESS WIRE)--It’s official, PUR water filtration is the best choice for superior contaminant removal technology. According to NSF International data1, the filters found in PUR pitcher water filtration products reduce 2x more contaminants than Brita2pitchers, the leading competitor. Even more notable, PUR faucet mount systems reduce 10x more contaminants than Brita pitchers3. What contaminants do PUR filters remove that others could leave behind? PUR removes heavy metals (e.g., lead), agricultural pesticides, industrial pollutants, pharmaceuticals4and microbial cysts, which can be picked up during water’s long journey from the treatment plant to household kitchens – some of which can be harmful to health.

Recently acquired by leading consumer product company, Helen of Troy Limited (NASDAQ, NM: HELE), and marketed by Helen of Troy Limited’s Kaz division, PUR continues to showcase leadership in the at-home water filtration category by distributing a range of superior filtration products including faucet water filters, water pitchers and dispensers and replacement filters. John Wojcik, Vice President of Marketing at Kaz says, “We are proud of the superior PUR products that we create for our customers, and believe that contaminant removal is the most important value that at-home water filtration systems can offer. By showing consumers the clear difference in filtration between PUR and competitors, and constantly striving to create new and exciting products, we hope to help families live healthy lives by ensuring that they are getting the clean drinking water that they need, as well as the crisp, refreshing taste that they want.”

In addition to superior contaminant removal, PUR is also pleased to announce a new and improved faucet fit design for its faucet filter line. Based on consumer feedback to ensure widespread compatibility and durability, these filters install with just one click and come in four stylish finishes including a new black and chrome color combination.

So why is filtering tap water so important? While tap water in the U.S. may look clean, it can still contain potentially harmful drinking water contaminants picked up in our Nation’s aging infrastructure. Research supported by the U.S. Environmental Protection Agency (“EPA”) and Centers for Disease Control and Prevention (“CDC”) estimates that there are up to 16 million waterborne illnesses per year associated with drinking water5. PUR filters remove 99.95% of microbial cysts such as Giardia and Cryptosporidium, which can lead to intestinal illness, as well as 94% of atrazine. PUR was also the first leading brand to claim reduction of trace levels of pharmaceuticals identified in U.S. tap water4. PUR also removes 97% of chlorine taste and odor straight from the tap, leaving water crisp and fresh tasting. But while removing up to 61 contaminants, PUR filters do not remove essential fluoride which the ADA has certified as important for developing and maintaining healthy teeth in children and adults.

In addition to the health benefits, PUR provides freshly-filtered, clean and crisp-tasting water while saving you money. By switching to PUR from bottled water a family of four can save up to $1,000 per year. Just like the Brita brand, PUR filters help the planet by replacing up to 3,000 plastic bottles of water per year6, reducing some of the 38 billion plastic water bottles that are discarded in the U.S. annually.

PUR water pitchers are priced starting at $9.99 and are available at PURwater.com and at major retailers. For more information about PUR water filtration or PUR’s water purification technology, visitPURwater.com.

About PUR:

PUR is a leading brand in the at home water filtration category for faucet water filters, water pitchers and dispensers, replacement filters, and refrigerator filters. PUR was the first leading brand to claim reduction of trace levels of pharmaceuticals identified in U.S. tap water. PUR products reduce up to 61 contaminants to provide clean drinking water at a reasonable cost of only $0.01 for an 8-oz glass, while leaving behind essential fluoride which is important for developing and maintaining healthy teeth in children and adults.

About Helen of Troy Limited:

Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including:Housewares:OXO®, OXO Good Grips®, OXO Soft Works®, OXO Tot® and OXO Steel®;PersonalCare:Revlon®, Vidal Sassoon®, Dr. Scholl's®, Pro Beauty Tools®, Sure®, Pert Plus®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Karina®, Ogilvie® and Gold 'N Hot®; andHealthcare/Home Environment: Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Duracraft®, Stinger® and SoftHeat®. The Revlon® trademark is used under license from Revlon. The Vidal Sassoon®, Vicks®, Braun® and Febreze® trademarks are used under license from The Procter & Gamble Company. The Dr. Scholl's® trademark is used under license from Merck. The Honeywell® trademark is used under license from Honeywell. The Bed Head® trademark is used under license from Unilever.

For more information, please visit www.hotus.com.

PUR Water Pitcher Filters Certified to Reduce Two Times More Contaminants Than Brita1

About Kaz:

Based in Southborough, Massachusetts, Kaz, a wholly-owned subsidiary of Helen of Troy, is a world leader in providing health care and home environment consumer solutions. Product categories include vaporizers, humidifiers, digital, infrared and non-invasive thermometers, blood pressure monitors, hot/cold health care therapy, air purifiers, seasonal humidifiers, heaters, fans, and dehumidifiers, and lawn and garden products. Kaz products are sold in the United States and throughout the world.


Valid as of 1/23/13. Based on comparison of PUR pitcher filter Model CRF-950Z vs. Brita pitcher filter Model OB03.


Brita® is a trademark of Brita LP.


Valid as of 1/23/13. Based on comparison of PUR faucet mount filter Model RF-9999 vs. Brita pitcher filter Model OB03.


PUR pharmaceutical filtration claims based on manufacturer testing of faucet mounts and pitchers on 12 pharmaceuticals, which may not be present in all users’ water


EPA Waterborne Disease Estimate: http://1.usa.gov/kAONK4. CDC National Estimate of Waterborne Disease Associated with Public Drinking Water. See: http://1.usa.gov/10wQiTb


Based on comparing a year's worth of bottled water (16.9 oz.) to a PUR System and a year's worth of refills. Calculation based in part on value sales data reported by The Nielsen Company through its Retail Scantrack Services in the U.S. market for the Water Filtration and Bottled Water Categories for the period February 2010 through March 2011. © 2011 Nielsen