There was a big story in the UK media last month about British supermarkets selling bottled tap water.  In fact, they have been marketing cheap filtered mains water in bottles for many years.

What caught my eye, though, was the justification by Asda, part of Walmart, for its pricing – as it reveals the first comparison I have seen with filter jugs:

“Our 2 litre bottle is 17 pence.  For comparison – if a customer bought a Brita water filter jug at £16 and used if for the recommended 40 gallons, it would cost 21 pence to produce 2 litres of filtered water.

“We’re saving our customers time and money – as well as providing a container.”