BRITA vs ZeroWater vs the rest
Water filter jugs are the simplest way to improve your tap water. No installation, no plumbing, no commitment. But the difference between brands is enormous. We analysed water quality data from 2,800 UK postcodes and tested what each jug actually removes — not what the marketing says.
The headline finding: BRITA makes your water taste better. ZeroWater actually removes contaminants. Those are fundamentally different products at similar price points, and most people do not realise it.
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Top pick
ZeroWater 12-Cup Ready-Pour
NSF 53/401 certified, removes PFAS and 8 contaminant categories
Best for taste
BRITA Marella XL + MAXTRA PRO
The UK classic — affordable, widely available, great-tasting water
Budget pick
Aqua Optima Liscia + Evolve+
BRITA-compatible filters at the lowest price
Families pick
PUR Plus 11-Cup Pitcher
NSF 53 certified for lead, largest capacity at 11 cups
UK tap water is safe to drink. Every water company must meet strict DWI standards. But “safe” and “good-tasting” are not the same thing. If any of the following apply, a jug filter is a cheap and easy improvement:
Enter your postcode. We will tell you what contaminants are reported in your area — and whether a jug is enough or you need something more.
Try your postcode — e.g. SW1A, M1, B1
This is the biggest differentiator. BRITA and Aqua Optima remove chlorine and a few metals — good for taste. ZeroWater removes PFAS, fluoride, arsenic, lead, and nitrate — good for health concerns. Look for NSF/ANSI certifications: NSF 42 means taste improvement, NSF 53 means health contaminant reduction, NSF 401 means emerging contaminants like PFAS.
The jug price is almost irrelevant — it is the annual filter cost that matters. Aqua Optima is cheapest at £36/year. BRITA costs £52/year. PUR is £60/year. ZeroWater is the most expensive at £120/year because filters deplete faster. Over 3 years, the cheapest jug (Aqua Optima at £20) actually costs £128 total, while ZeroWater costs £400.
Jugs range from 2.4L (Aqua Optima) to 3.5L (BRITA Marella XL). A family of four will refill a small jug constantly. Pour speed also varies: BRITA filters in about 2 minutes, ZeroWater takes 5+ minutes because its finer filtration slows the flow. The PUR Plus at 11 cups is the largest, but also the slowest at 10+ minutes for a full filter.
Jugs are a great starting point, but they have limits. If you are filtering more than 5 litres a day, an under-sink filter is more practical and cheaper per litre. If your postcode flags PFAS, fluoride, or multiple heavy metals, a reverse osmosis system gives you more reliable removal than any jug. Think of a jug as step one — if you outgrow it, upgrade to under-sink or RO.
Best for taste — the UK classic
BRITA Marella XL + MAXTRA PRO
Jug Filter · TUV SUD
Typical price
£25approx.
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Top pick — best contaminant removal
ZeroWater 12-Cup Ready-Pour
Jug Filter · NSF/ANSI 53, NSF/ANSI 401
Typical price
£40approx.
Affiliate link: we may earn a commission at no extra cost to you.
Budget pick — lowest running costs
Aqua Optima Liscia + Evolve+
Jug Filter · TUV SUD
Typical price
£20approx.
Affiliate link: we may earn a commission at no extra cost to you.
Families pick — largest capacity
PUR Plus 11-Cup Pitcher
Jug Filter · NSF/ANSI 42, NSF/ANSI 53
Typical price
£35approx.
Affiliate link: we may earn a commission at no extra cost to you.
ZeroWater 12-Cup Ready-Pour
The only jug that removes PFAS, fluoride, and heavy metals. NSF 53 and 401 certified.
The ZeroWater 12-Cup is the jug we recommend if you care about what your filter actually removes, not just how the water tastes. NSF/ANSI 53 and 401 certification means it has been independently verified to remove PFAS, lead, chromium, mercury, fluoride, arsenic, nitrate, and cadmium. That is more contaminants than some under-sink systems. The included TDS meter lets you check filtration performance — when the reading matches your unfiltered tap water, the filter is spent. The trade-offs are real: filters last only 2–4 weeks in hard water areas, the annual running cost of £120 is the highest here, and the pour speed is slow (5+ minutes for a full jug). But no other jug comes close to this level of contaminant removal.
Removes
Pros
Cons
Filter life
2–4 weeks depending on TDS
Annual cost
£120/yr
Price
£40
BRITA Marella XL + MAXTRA PRO
The UK's most popular jug. Simple, affordable, and makes water taste great.
The BRITA Marella XL is the water filter jug most people already know. It does one thing well: removes chlorine and makes your tap water taste noticeably better. MAXTRA PRO filters also reduce lead, copper, mercury, and cadmium to some degree. At £25 for the jug and £52/year in filters, it is straightforward and affordable. The 3.5L capacity is the largest in this roundup, and filtering takes about 2 minutes. BRITA filters are available in every supermarket in the country. What it does not do: it does NOT remove PFAS, fluoride, nitrate, or arsenic. If your postcode flags any of those, BRITA is not enough.
Removes
Pros
Cons
Filter life
4 weeks per cartridge
Annual cost
£52/yr
Price
£25
Aqua Optima Liscia + Evolve+
The cheapest jug to buy and run. BRITA-compatible filters at a lower price.
The Aqua Optima Liscia is for buyers who want basic filtration at the absolute lowest cost. At £20 for the jug and just £36/year in Evolve+ filters, it is the cheapest option to buy and run. The Evolve+ filters are compatible with BRITA jugs too, so you can use them as a cheaper alternative to MAXTRA PRO. Filtration is basic — chlorine, lead, copper, and mercury — similar to BRITA. The slim fridge-door design saves space, but the 2.4L filtered capacity is small for families. The lid can leak if not seated properly, which is a quality control annoyance. For a single person or couple wanting basic taste improvement, it is hard to beat the value.
Removes
Pros
Cons
Filter life
30 days per cartridge
Annual cost
£36/yr
Price
£20
PUR Plus 11-Cup Pitcher
NSF 53 certified for lead. The largest capacity and longest-lasting filters.
The PUR Plus 11-Cup Pitcher is the family option. At 11 cups it is the largest capacity here, and the filters last 2 months instead of 4 weeks — which means less hassle for busy households. NSF/ANSI 42 and 53 dual certification gives it genuine credibility for chlorine and lead removal. The filter-change indicator light on the lid is a useful touch. The downsides: it does not remove PFAS or fluoride, filtering a full jug takes 10+ minutes (the slowest here), and replacement filters can be harder to find in UK shops than BRITA. At £35 with £60/year running costs, it sits in the mid-range. A solid choice for families who want certified lead removal without the fast filter depletion of ZeroWater.
Removes
Pros
Cons
Filter life
2 months per cartridge
Annual cost
£60/yr
Price
£35
The real difference is in what they remove. ZeroWater is in a different league from the other three.
| Filter | Price | Rating | Chlorine | Lead | PFAS (total) | Fluoride | Nitrate | Mercury | Annual Cost |
|---|---|---|---|---|---|---|---|---|---|
| BRITA Marella XL + MAXTRA PRO (opens in new tab) Basic chlorine and taste improvement on a budget | £25 | 4.5 | £52/yr | ||||||
| ZeroWater 12-Cup Ready-Pour (opens in new tab) Households concerned about PFAS and heavy metals | £40 | 4.3 | £120/yr | ||||||
| Aqua Optima Liscia + Evolve+ (opens in new tab) Budget-conscious buyers wanting basic filtration | £20 | 4.4 | £36/yr | ||||||
| PUR Plus 11-Cup Pitcher (opens in new tab) Families wanting certified lead removal in a large jug | £35 | 4.2 | £60/yr |
Replacement cartridges cost more than most of these filters do. Counting them changes the order. The £75 Waterdrop costs £415 less to own over 5 years than the £40 ZeroWater, despite costing more to buy.
| Filter | Upfront | Cartridges/yr | 5-year total |
|---|---|---|---|
| Aqua Optima Liscia + Evolve+ (opens in new tab) 4 contaminants listed | £20 | £36 | £200 |
| Waterdrop 10UA Under Sink (opens in new tab) 3 contaminants listed | £75 | £30 | £225 |
| BRITA Marella XL + MAXTRA PRO (opens in new tab) 5 contaminants listed | £25 | £52 | £285 |
| PUR Plus 11-Cup Pitcher (opens in new tab) 5 contaminants listed | £35 | £60 | £335 |
| Doulton HIP Ultracarb (opens in new tab) 5 contaminants listed | £120 | £80 | £520 |
| ZeroWater 12-Cup Ready-Pour (opens in new tab) 8 contaminants listed | £40 | £120 | £640 |
Cartridge costs are the manufacturer’s stated replacement schedule at typical UK household use. Yours will vary with how much water you filter and how hard it is. Prices are approximate — the retailer sets the final price. Across this table the gap between cheapest and dearest to own is £440.
The ZeroWater 12-Cup is the jug we recommend. NSF 53 and 401 certified, removes PFAS, fluoride, arsenic, lead, and more. If your postcode flags any contaminant beyond chlorine, ZeroWater is the only jug that addresses it. Higher running costs, but genuine contaminant removal.
If taste is your only concern, the BRITA Marella XLat £25 is the classic choice. Widely available filters, fast pour speed, and the largest capacity. It will not remove PFAS or heavy metals, but it makes chlorinated water taste great.
If you find yourself refilling a jug multiple times a day, it is time to upgrade. An under-sink reverse osmosis system gives you filtered water on demand, removes more contaminants, and costs less per litre over time.
The short answer: ZeroWater removes far more contaminants. BRITA MAXTRA PRO filters use basic activated carbon to reduce chlorine, lead, and copper — they make your water taste better. ZeroWater uses 5-stage filtration certified to NSF 53 and 401, removing PFAS, fluoride, arsenic, lead, chromium, and nitrate. The trade-off: ZeroWater filters cost more and last only 2–4 weeks (vs 4 weeks for BRITA), especially in hard water areas. If your only concern is taste, BRITA is fine. If you want actual contaminant removal, ZeroWater is in a different league.
It depends on the brand and your water hardness. BRITA MAXTRA PRO: every 4 weeks. Aqua Optima Evolve+: every 30 days. ZeroWater: every 2–4 weeks depending on your water's TDS level (the harder your water, the faster the filter depletes). PUR Plus: every 2 months. ZeroWater includes a TDS meter so you can check exactly when the filter is spent — when the reading matches your unfiltered tap water, it is time to replace.
Only ZeroWater. Standard BRITA, Aqua Optima, and PUR jugs do NOT remove PFAS — their activated carbon filters are not fine enough. ZeroWater is the only jug filter certified to NSF/ANSI 53 and 401 for PFAS removal. If PFAS are a concern in your area (check your postcode on TapWater.uk), either get a ZeroWater jug or consider upgrading to a reverse osmosis system for more reliable removal.
For taste improvement — yes, absolutely. UK tap water is safe to drink but often tastes of chlorine, especially in cities. Even a basic BRITA will make a noticeable difference. For health — it depends on what you want to remove. If your postcode flags lead, PFAS, or other contaminants, a jug might not be enough. BRITA only removes chlorine and basic metals. For serious contaminant concerns, you should either use ZeroWater (which removes more) or upgrade to an under-sink or reverse osmosis system.