How does Brita stack up against Clearly Filtered?

While Clearly Filtered’s reputation for high performance spreads quickly by word of mouth, many families still use mainstream filters like Brita as the source of their household’s drinking water. These unfortunate Brita-users are simply unaware of the truth. But, when they learn about the modern filtration technology our filters use to remove a vast number of contaminants, they are quick to opt for an upgrade.

Brita’s filter’s are manufactured to be cheap. They compromise effectiveness, efficiency, and longevity in order to bring the price down.

Watch this video really quick to see a quick demonstration of the filtration capabilities:


Filtration Media: Coconut Carbon vs. Affinity Media

The Brita filter uses simple loose carbon media aimed at removing a small category of five chemicals called carbon-bonded chemicals. One of the things it removes is chlorine taste and odor. By making a small change in the taste and odor, the filter gives the perception that it has vastly improved your water. In reality, it has only removed the five carbon-bonded chemicals and is otherwise not much different than your tap.

Think of it as a marathon runner who skips to the end to win the race when they only actually ran a minor portion of the total race. Your perception is that they ran the whole race because they crossed the finished line, but they really left so much of the course untouched. We're running a marathon and doing all the hard work, while they are skipping out on most of the race.

We're running a marathon and doing all the hard work, while they are skipping out on most of the race.

Here at Clearly Filtered, we use advanced filtration technology called Affinity® media. It is a unique blend of a dozen different materials that is designed to ionically target a broad range of over 220 contaminants.

Think of our Affinity® blend as a combination of tiny, super-powerful magnets. As water passes over them they recognize the ionic signature of contaminants that are in the water. It then draws them out, attaches to them, and forms a powerful, lasting bond, preventing them from entering your drinking water.


Filtration Types and Stages: Granular Single Stage vs. 3-Stage Affinity Technology (Mesh, Granular, and Block Filtration)

Another major difference between our filters is the number of barriers the water must go through before it is cleaned. Brita’s filter is a granular single stage filter. That kind of filter allows water to pass through very quickly but it sacrifices effectiveness to do so. For that reason, Brita only claims to reduce certain contaminants rather than remove them. Our filter consists of 3 stages, tripling the effectiveness of our filter so it can actually remove contaminants. First, a stainless steel mesh screen removes medium to large debris that could be in your tap water. Second, the loose granular media absorbs contaminants as water flows through it. Third, water must pass through a dense block of filtration material. This third step really allows for an extraordinarily thorough contaminant removal by ionic absorption.


Claims / Test Results: Better Taste* vs. 231 chemicals and contaminants 

Brita's only claim is as follows: 

CLEANER AND GREAT TASTING: The Brita filter reduces chlorine taste and odor, copper, mercury, and cadmium impurities found in tap water.

One of the key words in this claim is "reduces". They use this word to imply that they can only reduce the contaminants (anything over 50%) rather than using the word "remove". With this specific claim, Brita only shows that 4 contaminants are reduced, even though hundreds of various contaminants are found in tap water. When focusing on major contaminants that have a taste, odor or color, Brita preys on the idea that a customer believes all contaminants have a taste, odor or smell, when in fact, less than 1% of contaminants actually fall into this category.

Clearly Filtered on the other hand removes over 220 harmful chemicals and contaminants that are found in tap water. Our test results are proven by 3rd-party, EPA accredited labs to meet or exceed NSF standards for contaminant reduction. Clearly Filtered even goes above and beyond what the EPA requests for tap water testing. According to the EPA, only 94 contaminants are regulated in tap water. Of those 94, many harmful pesticides, herbicides, hormones, and pharmaceutical drugs do not make the list. At Clearly Filtered, we recognize that these chemicals and contaminants can have a negative impact on your health so we have decided to both remove and test for these various compounds. 

Here is how our testing protocol works:

  1. A filter is removed from our shelves in order to ensure that the exact same filter we send to our customers is the filter that we are testing at the lab
  2. The Lab creates spiked solutions of various contaminants at levels much higher than real life scenarios.
    An example of this is with Chromium 6. The lab spikes water to create the testing solution to 33.5 parts per billion (ppb) and runs 100 gallons of the spiked solution through the filter. Upon the last of the 100 gallons passing through the filter, the final water is tested for the percentage of contaminant removal. In this instance it is 96%. To put that into perspective, the highest tested large municipality is currently Phoenix, AZ which is testing at 7.853 ppb, and that number is a whopping 393x higher than the current public health goal for Chromium 6. 
  3. Each spiked solution is run through the filter and tested after 100 gallons to find the final percentage removal of that contaminant
  4. These results are then compiled and posted for each of our filters on our website in order to be as transparent as possible with our customers
  5. We occasionally pull filters off the line to re-test in order to ensure the quality is standard throughout the various product lots

At Clearly Filtered we also look to be on the fringe of testing for various contaminants. We were the first to test (and prove we remove) the chemical Glyphosate, which is the main active ingredient in RoundUp Weed Killer. There is a rarely a time where we do not have a filter (or filters) at the lab for testing as there is always something we can be doing more or better.


Filter Longevity: 40 gallons vs. 100 gallons

This discrepancy simply comes down to everything we discussed above. The type of filtration technology and the quality of materials leads directly to the life expectancy of the filter. As you can imagine, the filter is only as good as both the quality and the amount of materials involved in the filtration. The 3-stage filtration process used by Clearly Filtered allows for both more surface area, contact time and volume of filtration media, which then equates to a longer filter life. 


If taste (which is subjective by the way) is all you care about, then Brita is fine. But if you care about better tasting, but also healthier water you might need to look into a more robust filtration system like Clearly Filtered. 


MUST READ: What Are PFOAs and Why Are They in Your Drinking Water?

Posted on Oct 03, 2018 by John Gueli

How does Clearly Filtered pitcher compare with propur & other top-rated water filter pitchers?

Posted on Oct 03, 2018 by Allen

Hi I would like to kn whether my previous model of clearly filtered jug can be used for the new spike tats shown on ur prevail site.
And how do I kn that d spike need to be changed after 40 gallons of water tat has been passed through. Is there an indication of d water contents being not clear or the taste is different?

Posted on Sep 12, 2018 by Carol La Rosa

I would like to offer kudos to the manufacturers of Clearly Filtered! When I first learned about this amazing water filter from a friend and read about it, I immediately changed from being a long time Brita user. At that time my MD was concerned I was building up higher levels of heavy metals in my body and drinking Clearly Filtered water helped bring this down. Also recently I delayed replacing my filter when I needed to (bad idea)and combined with other life stressors became severely ill with a sinus bronchitis infection. Previously I have been very healthy and able to stay well when others around me were ill and I credit the Clearly Filtered water along with other healthy nutrition and life choices! Sadly too many people are unaware of the dangers lurking in our drinking and bathing water. Much gratitude to Clearly Filtered – Thank you!!

Posted on Sep 12, 2018 by Christopher W Burns

Not only does the Brita filter not remove fluoride, it says that fluoride is good for you. That is my main reason for switching to Clearly filtered.

Posted on Aug 23, 2018 by Gerald Steinle

I"m sure you have listed it some place, but remind me who and where your filters are tested and certified to do what you say they do

Posted on Aug 22, 2018 by Sandra Henry

Have been using clearly filtered products for several years also. makes drinking water a pleasure and I find I drink a lot more water now. I love the sound the water makes as it flows through the filter into the pitcher. :-)

Posted on Aug 20, 2018 by Leah A Thomas

I have been using clearly filtered for a couple of years and I now enjoy the taste of water again so drink more of it

Posted on Aug 20, 2018 by Ken Wilson

I live in Switzerland where water quality at the city level is great (no Florine). Yet, it is clear that the CF Filter is removing something because of the difference in taste between tap water and CF Filter water is remarkable. Good job CF Team.

Posted on Sep 12, 2018 by Elke Godwin

I own the Clearly Filtered pitcher and I love it.
I wanted to forward your email Ad to a friend, but I could not find a forward sign.

Posted on Sep 12, 2018 by Lillian just

How does this brand compare to Zero water products?

Posted on Aug 17, 2018 by mark cook

Thank you!

Posted on Aug 16, 2018 by Nancy Jo Anderson

I’ve been using clearly filtered products for several years now. I can’t begin to say how happy I am that I took a chance on your products. It’s very scary to realize that ALL of our water systems in this country are compromised and that no municipal water is really safe to drink. Unfortunately, we have to accept that even home wells are dicey, considering how blatantly we pollute our groundwaters. There is really no alternative except water filtration and it’s a sad fact that big business has let us down by selling us cheesy systems like Brita that don’t address the real horrors lurking in our water. I give thanks every day for Clearly Filtered products. I’m searching now for a new home and the first thing I will install there is a whole house system from Clearly Filtered. Not only will I be able to drink and cook with pure water, I won’t have to use vitamin C filters in my showers just to reduce chlorine and, worse, chloramines. Clearly Filtered, this woman thanks you from the bottom of her healthy heart!

Posted on Aug 16, 2018 by Sonni

I love the quality of water when using my CF Filter. I really hate the taste and smell of the tap water in Florida. But now I’m hearing that comment from all my friends in other states as well. I’m a faithful customer.

Posted on Aug 16, 2018 by Arnold Wenbourne

Have been using your system for at least 5 years now. Since you redesigned the filters they have been lasting a lot longer which my bank account appreciates. Especially appreciate this system after we moved to MESA, AZ. Much improved taste and smell.

Posted on Aug 16, 2018 by Thomas

You might say I am a Clean Water Fanatic .
I use the Brita filter as a “pre-filter” to take out the BIG chunks.
I have Three(3) CF filters and process one to the other to the
final one to use for coffee, tea, drinking and to wash my face in.
Any water that I use goes through this process.
I have studied Water Filtration and am Very Please with the
results I have found in Clearly Filtered pitchers.

Thanks CF crew

Ventura, Ca.

Posted on Aug 16, 2018 by William Wegner

Ihave been using clearly filtered for 3 years for both home and work great product recommended to all my friends.

Posted on Aug 16, 2018 by Brian

I have a Clearly filtered pitcher system and we like it, However, Can you run the same test against a Zero Water system? Brita is a joke in our opinion.

Posted on Aug 16, 2018 by Suz

Recently got my mom a pitcher and she was shocked at the difference in the taste of her water compared to the tap city water she’d been drinking! She even uses it in her ice trays now. She finally realized what we were telling her was true, the city water not only tasted terrible, it has a bad smell to it.

Posted on Aug 16, 2018 by Laurel Elise Archer

I have been using the Clearly Filtered pitcher for over a year now. I love seeing the proof here that i am getting a bigger value with CF – that’s why I’ll stay! :)

Posted on Aug 16, 2018 by Polly

I love the Clearly Filtered pitcher and filters. I have been using them for several years. I need another filter but cannot afford to get one at this time as I am leaving for vacation and need the money to pay for my expenses. But later this summer/fall I will be ordering again. Thanks for being here and providing such a great filtering system. Polly

Posted on Aug 16, 2018 by Diana Fellows

I enjoy drinking water from my Clearly Filtered container. It encourages me to drink more water each day which is good for my health.

Leave A Comment
Moms are superheroes, but sometimes water is overlooked
Moms are superheroes, but sometimes water is overlooked
As a 30-year-old and first-time mom, I was very conscientious about giving my baby the best of everything. To...
PFOA Contamination Causes State of Emergency in Michigan
PFOA Contamination Causes State of Emergency in Michigan
Water News – Michigan in State of Emergency now over PFOA Contamination   State officials declared a state of...
What is BPA? Is it bad for me?
What is BPA? Is it bad for me?
In recent years, you have probably seen the headlines about bisphenol A (BPA) and the controversies surrounding it. A...