hydration - aqua optima Catering to the consumer


Laverne Eldridge, head of category at Aqua Optima, a specialist in water filtration products, highlights the opportunities for retailers to upsell in the market and meet consumer demands.


What are consumers looking for? Eldridge says “Consumers have been looking for greener and healthier choices, and of course a filtration product that makes the water – or the resulting hot beverage – taste good too. We don’t see that changing in 2023 but what we are seeing is a focus on products that can dispense only the amount of water that you require to reduce on wasted energy.” In terms of catering to consumer demands for greener and healthier choices, Aqua Optima has launched its Evolve+ water filters. The filter removes contaminants such as limescale,


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in the UK and Ireland via TerraCycle,” says Eldridge. As for practicality, Aqua Optima has


introduced its new range, Perfect Pour. “Perfect Pour is a collection of two water filter jugs and an 8-litre fridge-friendly water dispenser. We’ve developed it using consumer insight and feedback – 80% of those surveyed desired a water filter jug that is easier to fill and pour, as well as fitting easily into the fridge. “Perfect Pour has a number of


his year, the industry has witnessed a surge in demand for water filtration products


as consumers prioritise health and convenience. Strix’s brand, Aqua Optima specialises in water filtration products, and has recognised the opportunities for retailers to upsell in this market. Laverne Eldridge, head of category at Aqua Optima, says “Having worked in the consumer goods industry for more than 20 years, my more recent role with Strix has introduced me to the intricacies of water filtration both within appliances and as standalone water taste improvement products.” “The retailer needs to be able to establish what the customers’ needs are – is it about health, convenience, saving the planet – or all three? Do they need a high- quality water filter jug that all the family can use or are they looking for something more sophisticated that can perhaps replace the kettle and the water jug in the fridge,” she adds. Aqua Optima offers a range of filtration systems which reduce high levels of limescale in kettles, irons, steam mops and other small domestic appliances. “We like to think that our range of water filtration products covers all the bases, from filter jugs that fit into your fridge to products like our 3-in-1 Aurora Instant Hot & Cold- Water Filter Dispenser – which is the only plug and go water dispenser on the market to deliver fast-flow filtered hot, boiling or chilled water at the touch of a button,” says Eldridge.


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innovative, market-leading features. Firstly, the jugs dispense at less of an angle than traditional water filter jugs, delivering a consistent flow with no glug or drip. It has an easy-fill spout, situated at the front of the jug to allow quick and easy top up and an ergonomic handle to aid a smooth pour, plus an easy-to-remove hopper in the jugs. The integrated detachable jug in the dispenser was designed to ensure ease of use and accessibility and both the jugs and the dispenser fit in most UK fridges, and are dishwasher safe,” Eldridge says. Following the launch, Aqua Optima will support retailers in a variety of ways as Eldridge adds “We will be supporting our retailers through trade advertising, consumer marketing campaigns and the production of clear, informative marketing materials, alongside a clear and supported promotional calendar.”


microplastics, chlorine, heavy metals, herbicides and pesticides, while also reducing chlorine and limescale by up to 80%. “Reusable water filtration products can have a huge impact on the environment by reducing the amount of plastic waste. Our patented Evolve+ water filter, which is three times faster than the leading brand, lasts for 30 days or 100 litres of water, saving the equivalent of 200 single-use 500ml plastic bottles. Those are hard-hitting figures – so if a retailer can communicate them to the customer it should be an easy sell. And the filters themselves can then be recycled for free


• HousewaresLive.net • twitter.com/Housewaresnews November/December 2022


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