Aquaphor has expanded its UK product line with the launch of Fresh, a new water filter jug designed to offer higher-capacity filtration in a compact format.

The 3.2-litre jug joins Aquaphor's growing portfolio as the brand continues its rapid rise in the UK water filtration market. According to the company, Fresh is designed for both countertop use and fridge-door storage, and is available in black, grey and white.

Fresh is equipped with Aquaphor’s Maxfor+ filter cartridge, which the company says reduces chlorine, limescale, heavy metals, pesticides, microplastics, PFAS and other impurities while maintaining essential minerals. The filter has an expected lifespan of up to 200 litres.

The launch follows an Aquaphor survey indicating that more than 40% of UK consumers still drink unfiltered tap water, despite growing concerns around taste, limescale and contaminants such as microplastics and PFAS.

Among those who do use filtration, jugs remain the most common solution, with filter performance and cost ranking as the top purchasing considerations. The findings also showed that 80% of respondents were more likely to buy from a brand offering a recycling scheme.

The Fresh jug, made from BPA-free, food-grade materials, is now available from £19.99 through Amazon, Tesco Marketplace, Debenhams, The Range, B&Q, Wilko, Robert Dyas, Aquaphor’s social commerce channels and the brand’s website.