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Introducing the World’s Most Eco-Friendly Water Filter

Introducing the World’s Most Eco-Friendly Water Filter

The World’s Most Eco-Friendly Water Filter sounds like a lofty title, because after all, aren’t all water filters eco-friendly? 

Rewind the clock back a few years and hardly anyone was talking about the flaws of single-use plastic. Carrying a bottle of water seemed second only to carrying a mobile phone and there was almost no discussion of the damage being done to the planet by disposable plastic.

Jump back to the present day and at long last we are now becoming acutely aware of that damage. Avoiding single-use plastic has gone from niche to necessary and all consumers are now faced with the moral duty to consider if they actually need disposable plastic products at all.

Stainless-steel water bottles are now the millennial fashion statement of the day and everyday objects, like straws and cotton buds - previously consumed by the millions without even so much as the batting of an eyelid - are now banned by Government legislation or being replaced by metal and paper alternatives. The attack on single-use culture is well underway.

For Phox, our version 1 product helped our customer base make the transition away from bottled water by providing the same quality taste out of their home taps. The combination of the filter and our reusable bottles allowed them to ditch bottled water and this benefit featured in scores of product reviews. With V1, we helped people save more than 1 million plastic bottles.

Yet still, there was an element of disposability to the product that we were unable to control. Each cartridge lasted 60 days but at the end of the cycle, it had to be replaced with a brand-new cartridge. While it could be recycled, the process was clunky and we had no way of knowing how many people would even bother going to the hassle of recycling in the first place.

That’s where the process to create the most eco-friendly water filter possible began.

Going All Out Eco-Friendly

  1. Refillable Cartridge

The most vital step to becoming fully eco-friendly was to design the refillable cartridge technology. Our research uncovered that more 100 million disposable water filter cartridges are going to landfill every year. That’s a pretty big number for all of the talk from the big brands on sustainability and the recycle schemes they have in place.


Making a product ‘recyclable’ doesn’t mean that everyone who uses it is going to recycle it. That’s why with the Phox V2 we’ve taken away the burden of responsibility on the customer by making our cartridge refillable instead of recyclable. The very act of using the V2 makes the customer part of the fight against disposable plastic without even having to worry about recycling.

  1. Letterbox Delivery

One of the great knock-on effects of a refillable cartridge is that we no longer have to ship a new plastic cartridge to every single customer, at the end of every single filter cycle.  

The new filter delivery simply contains the media contents for you to pour into your refillable cartridge. The little Kraft paper bags can fit inside a slim cardboard box small enough to fit through your letterbox.



No missed deliveries, no awkward trips to the neighbors or even worse the Post Office. Hassle-free.

  1. Recycled Plastic

Avoiding the need to replace the cartridge each month means we prevent thousands of new cartridges needing to be produced from virgin plastic. None of the oil or carbon emissions associated with traditional replacement cartridges apply with the Phox V2.

Eco Friendly Water Filter

On top of this, we wanted to go one step further and make the whole product from a food-safe recycled plastic. This is the environmental icing on the cake – no virgin plastic used at all in the V2 production. The carbon footprint of the recycled polymer is 73% less than the virgin equivalent! Did someone say eco-friendly?

  1. Sustainable Packaging

How often do you receive a shiny new product that comes bubbled-wrapped, inside a plastic bag, inside a cardboard box? Single-use plastic when it’s ‘necessary’ to the function of a product is bad enough, but when it’s needlessly layered onto packaging it becomes a nightmare in more ways than one.

So the Phox V2 arrives in (yes, you guessed it) a recycled cardboard box with no single-use plastic element. We’ve poured hours of tender loving care into the packaging to make the unboxing experience unrivalled in the water filter industry but made sure that the product is snuggly protected too.

  1. Manufactured within 50 miles of Phox HQ

Another eco issue for a lot of companies is that their products are produced in other countries and, even sometimes, other continents. This makes the production process very carbon intensive as the products have to travel thousands of miles before they’re even sold.

The Phox V2 is made within 50 miles of our HQ in Glasgow. We want the filter to have impact across the globe but manufacturing so close to home ensures we’re keeping the carbon footprint to a minimum.

Our amazing community of almost 700 Kickstarter backers have helped us bring this product to life and we can’t wait to deliver it so that it can start having the impact we created it for. To learn more about the product and the project timeline check out the campaign here. 

The key to overcoming the single-use epidemic is having simple, reusable alternatives in all areas. The Phox V2 is equipped to wage war on the waste associated with water filtration and redefine what sustainability really means in this industry. 


The Fundamental Flaw in Filter Recycling Schemes

The Fundamental Flaw in Filter Recycling Schemes

Why would you need a refillable water filter cartridge when some traditional filter suppliers have recycling schemes in place anyway? 

That might seem like a good question on the face of things, but dig a little deeper and you'll see why a refillable cartridge is not only a no-brainer for you but also a no-brainer for the planet. 

Carbon Footprint of the Recycling Journey

Let's think about all the steps a used water filter cartridge has to go through on its recycling journey. 

Meet Joanne. Joanne has a Brutal water filter. It has come to the end of its 30-day cycle and she has to take it for recycling.

The nearest store which has a recycling point is 5 miles away. Once the cartridges have been dropped off at the store, they have to be collected and transported to the recycling plant. 

Refillable Cartridge

After all that, it's time to start another 30-day cycle with a new cartridge made from virgin plastic. By the end of production, each cartridge will have been responsible for around 850g of CO2. More than 21,000 tonnes of CO2 is produced every year in the production of traditional water filter cartridges. 

The Most Sustainable Water Filter Ever Made

With a Phox V2's refillable cartridge there is no such need for any of these steps. All you have to do is empty out the old media and refill it with the fresh filter contents. 

Water Filter Refill

That means no inefficient and inconvenient trips to the store and no need for anyone to collect used filters and transport them to be recycled. 

And when it comes to refills, our packs can be posted through your letterbox meaning no missed deliveries which result in avoidable retries or trips to the post office. 

When we think about having a truly sustainable future, recyclability has to be overtaken by reusability. Recyclability is important, of course, but isn't it a damn sight better if we don't need to recycle at all? 

With recyclable products, users are only given the choice to recycle. Do they have the motivation to recycle? Is it convenient for them? Will they remember? Will the materials still be in recyclable condition by the time they reach the recycling plant? With reusable products, there are no questions. 

Products that can be reused also circumvent all of those carbon emissions from the recycling journey and in the case of something like water filters, reduce the constant production of replacements made with virgin plastic.

Those products are not only a no-brainer for you but a no-brainer for the planet too. 

You can pre-order a Phox V2 on Kickstarter right now! 

Phox V2 100% Funded in 34 Hours!

Phox V2 100% Funded in 34 Hours!

On Monday we pushed the button to launch our Kickstarter campaign for the new V2 Phox jug and in just 34 hours we have reached our funding goal of £15,000! 

We have to be honest and say that launching a new product on Kickstarter can be pretty daunting. We've put in so much work over the last 18 months and it was vital for us to get off to a great start. If only we knew last week how much support people would have for us we wouldn't have been so nervous! 

Reaching this goal so early gets the product on its way to having the huge impact we hoped for in the design process. Our backers will have a more beautiful, and most importantly, a more sustainable way to drink. 

If you're not already aware of our wonderful new product, it contains a revolutionary refillable cartridge, recycled plastic and glass, letterbox delivery and a choice of filter refills to suit your tap water. 

You can check out the campaign here and please back us if you haven't already.

 Refillable Filter

It's so satisfying to have a vision, turn it into a product and see other people enjoying it and believing in the impact it can have. We are super happy to have you all on the mission to reduce single-use plastic with us. Thank you all so much! 

This is just the beginning.

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