Meet AQUAPHOR’s New Fridge Door Filter Jug, FRESH: The Smart, Sustainable Jug Built for Modern Living
With cutting-edge filtration and sleek design, FRESH delivers clean, pure water while
cutting plastic waste and fitting neatly into every fridge door.
AQUAPHOR – the UK’s fastest-growing brand in water filtration – introduces its latest
innovation for sustainable hydration with the launch of a new water filter jug: FRESH.
Combining advanced filtration and a minimalist aesthetic built for everyday life, the new
FRESH jug joins Aquaphor’s leading wider range, helping UK households make a simple
switch with a lasting impact – improving water quality, cutting plastic waste, and taking daily
wellness routines to the next level. FRESH proves that function and beauty can go hand in
hand. From countertop use to fitting perfectly in the fridge door, the jug delivers
high-performance filtration in a form that fits in effortlessly at home.
FRESH brings a smarter way to stay hydrated, everyday. With a generous 3.2 litre capacity
in a compact, clean-lined form and coming in three colours – black, grey and white – it’s
perfect for modern minimalists, and designed to slot effortlessly into busy routines. Using
FRESH, regular hydration supports clearer thinking, brighter energy, and a lighter
environmental footprint.
FRESH is fitted with AQUAPHOR’s high-capacity Maxfor+ filter cartridge, engineered to
reduce chlorine, limescale, heavy metals, pesticides, microplastics, PFAS and other
common tap water impurities – whilst preserving essential minerals for healthier,
better-tasting hydration. With an effective filter lifespan of up to 200 litres, AQUAPHOR offers
a practical, everyday solution to improved water quality at home.
A recent AQUAPHOR survey reveals that over 40% of people still drink unfiltered tap
water, while concerns about taste, limescale, health risks, PFAS and microplastics are
growing. Among those who do filter, 60% use a jug, and more than half of respondents cited
microplastics and long-term health effects as top concerns. Filter performance ranked as the
most important factor when choosing a filtration system, followed by cost. Encouragingly,
80% of consumers said they would be more likely to purchase from a brand that offers a
recycling scheme – a clear signal that sustainability matters more than ever.
Crafted from BPA-free, food-grade materials, every AQUAPHOR jug is designed to deliver
consistently fresh, great-tasting water with every pour. From compact, fridge-door-friendly
designs to larger jugs ideal for family use, the wider AQUAPHOR range, available in a range
of colours and finishes, brings thoughtful design and advanced filtration together for a trusted
way to hydrate more sustainably.
AQUAPHOR’s free UK-wide recycling programme, in partnership with ReFactory™ (a
division of MYgroup), makes it easy to reduce waste and close the loop: used filters can be
returned free via Royal Mail to be repurposed into new household items – helping
consumers make more conscious choices without sacrificing convenience or design.
AQUAPHOR’s new FRESH Water Filter Jug is available to buy from £19.99 across
Amazon, Tesco Marketplace, Debenhams, The Range, B&Q & Wilko, Robert Dyas,
AQUAPHOR TikTok shop, AQUAPHOR Instagram shop, and the AQUAPHOR Website.
Nigel Wheeler, Managing Director of AQUAPHOR UK, comments:
“Our research shows that people want more than just clean water – they want reassurance.
Concerns about microplastics, forever chemicals, water taste, and long-term health are
driving a shift in how households approach hydration. With the launch of FRESH we’re
offering beautifully designed solutions that delivers high-performance filtration and align with
real consumer values – including affordability, sustainability, and peace of mind.”
