BRITA MAXTRA PRO Pure Performance Water Filter

BRITA is a world-renowned brand specializing in water filtration products, most famous for its portable water filter jugs and replacement cartridges. The product shown is the MAXTRA PRO 'Pure Performance' series, which replaced the previous MAXTRA+ technology to offer improved filtration of trace impurities such as herbicides, pesticides, and pharmaceuticals.

Founded in 1966 by Heinz Hankammer, the company remains a family-owned entity. While the brand originated and is headquartered in Taunusstein, Germany, it operates a globally distributed manufacturing network. Higher-end filter cartridges like the MAXTRA PRO are predominantly manufactured in Germany and the United Kingdom to maintain quality standards, though components and other product lines are also produced in China for global distribution.

Ownership of the BRITA brand is unique in North America. While Brita GmbH (Germany) owns the brand globally, the rights to use the 'Brita' name in the United States and Canada were sold to The Clorox Company in the late 1980s. Consequently, products sold in Europe and other international markets are manufactured and managed by the original German parent company, Brita GmbH.