Download 4. Aqua Optima reveals what is lurking in your cuppa

CLIENT:
Aqua Optima
PRODUCT:
Website
TITLE:
All pages
JOB No:
015916
DRAFT:
4
DATE:
6th December 2007
Breadcrumb: Home
[Section] Homepage
AQUA OPTIMA
PURER WATER FAST
Welcome to purer water
Water. It’s the foundation of all life on earth. Essential to our well being, it makes up
75% of our lean tissue, 83% of our blood and 22% of our bones. It nurtures,
regenerates and restores every cell and without our daily top-up we will become
dehydrated which could leave us feeling tired and lethargic and even suffering from
headaches. In severe cases, dehydration can lead to organ malfunction.
At Aqua Optima we’ve been researching water for years; testing it and refining it using
the latest technology until we came up with our filters, which make cleaner, purer
water just as nature intended.
Aqua Optima water filters let you recreate this purity in your home, quickly and easily
in kettles, water jugs and even water chillers. Using our unique patented 5 step
filtration process, Aqua Optima water filters remove impurities that even boiling can’t
eliminate, leaving you with purer water faster …
To enjoy purer water quickly, efficiently and economically in your own home, click here
[Bottom Pod1]
Well being
Discover the benefits of filtered water
[Bottom Pod2]
Why Aqua Optima?
[Bottom Pod3]
Environment
Top tips for a greener you
[Pod1]
Join the water lovers’ club
For all our exciting special offers
Click here to become a member <link to sign up page>
[Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[Pod3]
Need more filters?
Click here to shop now <link to buy online>
__________________________________________________________
Breadcrumb Home - Why AO?
[Headline]
Why should I choose Aqua Optima?
Are you interested in what goes into your food and drink? Do you read the label first
before you buy something? Have you ever wondered what could be in the foodstuffs
without a label – like tap water? Maybe you are concerned about what you give you
family, wanting to ensure they remain fit and healthy or maybe you are a water lover
who prefers better tasting, clearer looking, purer water or maybe you simply don’t like
lugging all those water bottles back home, then filtered water could be the solution for
you. To make life easy, Aqua Optima water filters can be used in kettles, water jugs
and even water chillers.
Here are just a few of the benefits of using an Aqua Optima water filter:
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The oily layer on the top of your drink will have disappeared as Aqua Optima
filters out impurities from your water – even your vegetables will look brighter
when steamed in filtered water
The taste and smell of chlorine, used by many water companies to disinfect
water will have been removed
In hard water areas, the white particles of sediment so often found floating in
your drink will have been filtered out. Simply using an Aqua Optima fitted filter
kettle will reduce the build-up of limescale in your kettle, making it last that much
longer
Impurities such as heavy metals (including lead and aluminium), herbicides and
pesticides will have also been reduced – these impurities can’t be seen or tasted
and don’t disappear by simply boiling water
Aqua Optima water filters contain no added salts, so you can rest assured that
you are not altering the pH balance of your water
Aqua Optima filters out impurities but allows through elements found in water
that are necessary for the proper functioning of our bodies such as fluoride,
potassium and magnesium
Aqua Optima water filters have been designed to deliver a consistent
performance throughout their life, allowing you to enjoy the benefits of filtered
water with complete peace of mind
Aqua Optima water filters have been specially designed to fit into a wide range of
kettles, water jugs and water chillers from a number of leading brands right across the
world. Simply click here to see the choices available to you.
<link to brands page>
[Bottom Pod1]
How does it work?
<link to How it works subsection>
[Bottom Pod2]
How do I use it?
<link to How to use subsection>
[Bottom Pod3]
Filtered vs bottled water
<link to Environment article detail page>
[Pod1]
Special offer – client to confirm details
[Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[Pod3]
Need more filters?
Click here to shop now <link to buy online>
______________________________________
Breadcrumb: Home > Why AO > What does it do?
[Sub section] What does it do?
[Headline] What does it do?
Aqua Optima water filters have been specially designed to provide you with cleaner,
purer water in the comfort of your own home. They are fully compatible with a range of
kettles, water jugs and water chillers and work in the same way to remove impurities
from your water.
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Aqua Optima water filters have a unique, patented 5-step fast flow filtration
system that removes up to 80% of chlorine, resulting in better tasting water
They also reduce impurities which can’t be seen or tasted and do not disappear
with boiling water such as heavy metals (including up to 95% of lead and 75% of
copper, both of which may be found in domestic water pipes), herbicides and
pesticides.
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The ultra fine mesh on an Aqua Optima filter prevents unsightly sediment such
as rust, bits of wood and particulates from getting into your water, leaving you to
enjoy a cleaner drink
When fitted into a filter kettle, Aqua Optima water filters remove up to 70% of
calcium carbonate, responsible for the build up of limescale - which causes
kettles to fur up and ultimately stop working
The fast flow technology used in the Aqua Optima water filter means water can
be filtered and boiled simultaneously, meaning you can enjoy your cup of tea
without having to waste time waiting for the water to filter through.
[Pod1]
How does it work?
<link to How it works subsection>
[Pod2]
How do I use it?
<link to How to use subsection>
[Pod3]
The beauty of water is not just skin deep
<link to Health article detail page>
[LHS Pod 1]
Special offer – client to confirm details for launch
<link to shop>
[LHS Pod 2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[LHS Pod 3]
Need more filters?
Click here to shop now <link to buy online>
_________________________________________________________
Breadcrumb: Home > How it works
[Section] How it works
[Headline] How it does work?
Aqua Optima uses a unique patented 5-step filtration system to ensure impurities are
removed from your water. It does however allow the beneficial elements to flow
straight through such as fluoride, potassium and magnesium - all vital to the proper
functioning of our bodies. Its fast flow technology means you can use the Aqua
Optima water filter in a water filter kettle to filter and boil your water simultaneously. –
so no more waiting around for your cup of tea!
To see how the Aqua Optima water filter works, simply scroll over the picture below.
1: Fine Particle Filter
This removes larger particles including sediment and rust, providing cleaner, clearer
water.
2: Activated Carbon
The activated carbon comes from coconuts and is refined to our own exacting
specifications. It has a surface area the equivalent of 6-8 football pitches and is used
to absorb chlorine, which has a very distinctive taste and smell. Chlorine is often
added to water as a disinfectant. Filtering water reduces chlorine by up to 80%.
The activated carbon is also used to filter out organic impurities from water such as
humic acids (decomposed organic products such as leaf rot), herbicides and
pesticides. As these may be odorless and tasteless, we are not even aware that we
are drinking them.
3: Special Ion Exchange Resin
This formulation is unique to Aqua Optima and reduces the amount of trace metals
such as lead, copper and aluminium often found in water. Lead and copper can be
found in domestic water pipes and the gradual build-up in our bodies is detrimental to
our long-term health.
The ion exchange resin also reduces calcium carbonate by up to 70%. Calcium
carbonate is responsible for the build-up of limescale in our kettles. By using filtered
water, limescale build-up is reduced – thus helping prolong the life of our kettles.
The ion exchange resin is responsible for removing the oily film that is so unattractive
on our hot drinks or on our steamed vegetables, resulting in brighter, cleaner looking
food and drink.
4: Ultra Fine Mesh
This final step of filtration ensures even the smallest particles don’t get through. The
mesh is amongst the finest on the market resulting in clearer, brighter water.
5: Engineered Fast Flow Technology
The unique shape and structure of Aqua Optima means a consistent fast flow rate is
maintained throughout the filter's life. When it’s used in a kettle, this feature allows
water to be filtered and boiled at the same time.
[Flash animation]
[Pod 1]
Special offer – client to confirm details for launch
<link to Shop>
[Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[Pod3]
Need more filters?
Click here to shop now <link to buy online>
_________________________________________________________________
Breadcrumb: Home > How it works > How to use
[Sub section] How do I use it?
[Headline] Easy does it
[To incorporate visuals from pdf]
Aqua Optima water filters can be fitted in seconds.
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First of all, remove the filter from the packaging
Plunge the filter into a bowl of cold water to remove any trapped air or particles
Take the filter out and insert it into the filter holder on the bottom of the water
tank inside the appliance
Then, simply twist the filter clockwise to secure it
Ensure the filter tabs are in the right place and not stuck at an angle
Pop the water tank back inside the appliance and fill with water. Once the water
has filtered through, pour it away and repeat the process a second time
Your Aqua Optima water filter is now ready to use.
[Subhead] Care and maintenance of your filter
As with any foodstuff, filtered water can go off if left untouched for a period of time. At
Aqua Optima we recommend you drink your filtered water within 2 days. After this
time, just pour it away and fill up with fresh water.
Ideally, you should store your water filters out of direct sunlight and away from heat
sources.
Care and maintenance of your appliance
To keep your appliance clean, wash the water tank, filter holder and lid on a regular
basis – as a minimum, this should be every time you change the filter.
The Aqua Optima water filter will help reduce the limescale and phosphate scale in
your kettle, but you should still check your kettle frequently for signs of build up, even
in soft water areas.
Aqua Optima have put together everything you need to know about your water filter.
Click here to download an illustrated “instructions for use” pdf.
Click here to download now. <Link to pdf>
[LHS Pod 1]
Download AO Care and Maintenance pdf here <link to pdf>
[LHS Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[LHS Pod3]
Need more filters?
Click here to shop now <link to buy online>
___________________________________________________________________
Breadcrumb: Home > How do I use it? > FAQ’s
[Sub section] FAQs
[Headline] FAQs
At Aqua Optima we frequently get asked about our water filters, so in order to help
you gain a clearer understanding of our water filters – we have put together a list of
essential information. If the information you are looking for is not in the list below,
please do not hesitate to contact us. We would love to hear from you.
Simply click on the question to see the answer
About AO
What is an Aqua Optima water filter?
<link to what does it do>
How does an Aqua Optima water filter work?
<Link to How it works>
Can I use my Aqua Optima water filter with any water?
The Aqua Optima water filter must only be used with water that is intended for human consumption. Its
unique 5-step system removes water impurities, whilst maintaining a fast flow rate. If water of suspect
quality is accidentally added to the Aqua Optima water filter, play safe by replacing the water filter and
cleaning the appliance thoroughly. Water should not remain standing for longer than two days. Any
appliance containing the water filter should be emptied after use and refilled with fresh water just like any
other kitchen appliance (e.g. coffee maker).
Why should I use an Aqua Optima water filter? <Link to Why AO>
What is the difference between Double Life and standard Aqua Optima water filters?
Aqua Optima Double Life water filters perform the same functions as the standard water filters but for
twice as long. The Aqua Optima Double Life water filter lasts for 200 litres (the equivalent of 60 days)
whereas the standard Aqua Optima water filter lasts for 100 litres (the equivalent of 30 days).
Who tests the Aqua Optima water filters?
Aqua Optima water filters are continuously tested in our own laboratories and by external independent
institutes and scientists. The strict internal quality controls on the raw materials, finished products and
the production processes are performed continuously and conscientiously to meet the high quality
demands of the Strix Organisation and the NSF (National Sanitary Foundation) auditors.
Aqua Optima patented products are made with only FDA (US Food and Drug Administration) approved
food grade materials and have been approved for use in over 20 countries with Chinese, Russian,
Polish and EU Approvals Organisations and NSF in the USA.
Care and Maintenance
How often do I need to replace the Aqua Optima water filter?
We have developed 2 types of Aqua Optima water filter – the standard water filter lasts for 100 litres (the
equivalent of 30 days) and should be replaced every month. The Double Life water filter lasts for 200
litres (the equivalent of 60 days) and should be replaced every other month.
What happens to the water if I use it for longer than the recommended filter life?
The Aqua Optima water filter will continue to reduce the impurities in tap water but at a lower level for
some time after the recommended filter life has expired. Once the water filter is completely used up, the
water will be the same quality as tap water. The water filter never releases any impurities back into the
water, even if it is submerged in boiling water.
How do I change the Aqua Optima water filter?
Simply remove the water tank from your kettle, water jug or water chiller. Twist the filter anti-clockwise to
release it from the filter holder. Then replace the old water filter with a new one, by twisting the new filter
clockwise into the filter holder. Ensure the filter tabs are in the right place and not stuck at an angle.
Replace the water tank back into your kettle, water jug or water chiller. For more information click here
<link to How do I use?>
Sometimes when I change the water filter, there are black particles on top. Are these harmful?
Small particles of carbon can break loose during the delivery of your water filter. There may be a slight
discolouration for the first two fillings until all these particles have been flushed out. This is normal, not
harmful and won’t affect the performance of your water filter.
What do I do when I go on holiday?
Simply remove the Aqua Optima water filter from the appliance and place in a sealed plastic bag in the
fridge to preserve it. When you return, prepare the same filter as you would a new one, placing it back in
the appliance, and flushing it through twice with water before use.
The inside wrapper on my newly purchased Aqua Optima water filter was wet/damp when I
opened the packet. Why is this?
The Aqua Optima water filter is moist during manufacture, to minimize the preparation time necessary
prior to being able to use the water filter at home. So some water droplets around the filter are quite
normal.
What should I do with my Aqua Optima water filter if my water supplier has notified me there is a
problem with the tap water?
Follow the recommendations of the water company involved. If their instruction is to boil all water before
drinking, our recommendation is to filter the water first and then boil as instructed.
Once the water problems are resolved we recommend that the Aqua Optima water filter is discarded
and replaced with a new one as a precautionary measure.
Can the Aqua Optima water filter be used abroad?
The Aqua Optima water filter can be used in other countries, however, it is designed for use with water
that is fit for human consumption.
Health
What happens if we become dehydrated?
Water loss can begin to affect the normal functions of the body even before we actually feel thirsty. The
early signs of dehydration can include lethargy, headaches, irritability, an inability to concentrate and
constipation. Other extreme symptoms include aches and pains, nausea, dry or cracked skin, dizziness,
increased pulse and reduced blood pressure. Water is essential for bodily functions including digestion
and flushing out the toxins from everyday activities such as breathing, eating and drinking.
How much water do we need to drink every day?
The WHO (World Health Organisation) recommend that we drink eight glasses every day but when the
weather is very hot, we need to drink more. Anyone who spends a lot of time in dry environments, such
as heated or air-conditioned offices or homes will also need to drink more water. Pregnant and
breastfeeding women, those who exercise, dieters and anyone with fever, sickness and diarrhoea need
more water and should increase their intake.
How do I know if I am dehydrated?
An easy way to check if you are dehydrated is the colour of your urine. If you are in good health it should
be pale straw coloured with no odour. If it is any darker, then maybe you need to drink more water.
If in doubt or if the problem continues consult your GP
Do Aqua Optima water filters remove fluoride?
Some fluoride is naturally present in tap water. It is also added by some water companies as it has
dental heath benefits. Aqua Optima water filters have been specially designed not to remove fluoride.
Do Aqua Optima water filters remove nitrates from the water?
Water companies have to comply with the standards set in the EU water quality regulations; this
includes a limit on nitrates The Aqua Optima water filter has been specially designed not to remove
nitrates.
Is filtered water the same as distilled water?
Aqua Optima water filters only partially reduce minerals in tap water to improve the taste and
appearance whereas distilled water is totally de-mineralised. Filtered water cannot be used where
distilled water is specifically required e.g. car batteries.
What happens when the Aqua Optima water filter is used up? Can impurities leak back into the
water?
When the Aqua Optima water filter is at the end of its life, its performance will be very low but it will not
leak any impurities back into the purified water.
What is the difference between a water softener and a water filter?
A water softener is usually plumbed into the mains water system to remove temporary hardness from
the water. This prevents limescale build up in household hot water appliances, such as washing
machines. Sodium (salt) is added during the softening process, so it is not recommended that sodium
softened water is used for drinking, cooking or food preparation. A separate tap with untreated water
should be provided.
What happens if I pour de-scaler through my Aqua Optima water filter?
The de-scaler may flush through contaminants, which have previously been removed from the water. If
de-scaler is accidentally poured through the water filter, we suggest all water in the appliance is poured
away and the water filter replaced with a new water filter.
Does my Aqua Optima water filter increase the amount of sodium in my diet?
The Aqua Optima water filter has no effect on the sodium present in drinking water. Sodium salts are
found in virtually all food (the main source of daily exposure). In drinking water, sodium levels are
typically less than 20 mg/litre. People on a low-sodium diet typically need to restrict their intake to less
than 2 g/day.
Always consult your GP for confirmation
How long will my filtered water stay fresh?
We recommend that water should not be left standing for more than two days. We also suggest the
water tank in the appliance and the filter holder are washed regularly, and as a minimum - every time the
Aqua Optima water filter is replaced. If the Aqua Optima water filter isn’t used for a while (e.g. when
you’re away on holiday) we recommend that the water filter is prepared according to the instructions for
use before being used again. For more information click here <Link to How do I use>
Do Aqua Optima water filters add anything to the water?
As with many water filter systems, to maintain the highest international standards of hygiene, Aqua
Optima water filters contain a controlled level of silver to prevent bacterial growth. A small amount of this
silver is released throughout the life of the Aqua Optima water filter, in accordance with WHO (World
Health Organisation) guidelines.
Can people with kidney disease or dialysis patients drink Aqua Optima filtered water?
The Aqua Optima water filter may release low levels of potassium. For the majority of people this may
be considered beneficial to health. However, if you have a kidney disease or are required to follow a low
potassium diet we recommend that you discuss the use of this product with your doctor.
Always consult your GP for confirmation
Is filtered water good for babies?
Drinking water, including filtered water, must always be boiled for babies. However, they will benefit from
the reduction of impurities such as heavy metals, herbicides and pesticides
<Link to What does it do>
Haven’t found what you’re looking for? Simply click here to contact us <link to contact
us page>
___________________________________________________________________
Breadcrumb: Home > What does it do? > Accreditations
[Sub section] Accreditations
[Headline] Leading the way in water filter technology
Aqua Optima patented products are manufactured using only US FDA approved food
grade materials and have been approved for use in over 20 countries with Russian,
Polish and EU Approvals Organisations, NSF in the USA and the Ministry of Health in
China.
Our research personnel are active members of various technical and accreditation
committees and represent Aqua Optima on worldwide technical task forces. Aqua
Optima staff are also the only industrial representatives on the Health and Safety
Committee for China. In fact, Aqua Optima is the only water filter of this type to have
passed the demanding Chinese water safety standards.
[Subheading] United Kingdom / Europe
WRc-NSF UK has approved the SWP products to BS 6920 ‘Suitable for use in contact
with water intended for human consumption’. This series of tests represents the most
complete set of methods published as national standards in Europe.
This product has satisfied the criteria set out in BS6920: Part 1: 2000 "Specification"
for the odour and flavour, appearance of water and extraction of substances that may
be of concern to public health tests.
[Subheading] USA / Rest of the World
The National Sanitary Foundation (NSF) has certified that the Aqua Optima water filter
complies with water quality standard ANSI NSF42. For more than 60 years, NSF has
been the trusted third-party testing organisation for product manufacturers that deliver
and treat drinking water.
[Subheading] Poland
The National Institute of Hygiene undertakes numerous tasks, including research
activities and training within the public health area to help protect the health of the
population. This applies to the monitoring of biological, chemical and physical risk
factors in food, water and indoor air.
[Subheading] Russia
Certifying agency - Standardsertis to GOST standard GOST R 51232-98
Autonomous with non-commercial organisation "Standardsertis" Russ
RU.0001.11ME96, 117463 Moscow Karamzina Avenue , Building 5, Tel/Fax (095)
781+27+23, Tel, (095) 781-27-24 (Postal address 117303, Moscow , PO Box 124 )
[Subheading] Israel
The Standards Institution of Israel, mandated by the Government of the State of
Israel, has approved Aqua Optima to SI 1505. This is the country's national standards
body, preparing and publishing Israeli standards as well as representing Israel in the
international standards organisations, ISO and IEC.
More information can be found on the following websites.
National Sanitary Foundation
www.nsf.org
National Institute of Hygiene
www.pzh.gov.pl
Standards Institute of Israel
www.sii.org.il/siisite.nsf/Pages/Profile
World Health Organisation
www.who.int/en
*All soft drinks contribute to your recommended daily fluid intake – but drinking tap
water is still the most effective and cheapest way of replacing lost fluids from your
body.
________________________________________________________________Brea
dcrumb: Home > Wellbeing
[Section] Well Being
[Headline] Well Being
No other nutrient is as essential to our health as water. In fact, we couldn’t last more
than 3 days without it. When you consider that 75% of our lean tissue, 22% of our
bones and 83% of our blood is made up of water, it’s easy to see why medical experts
recommend we drink at least eight glasses a day.
Clean, pure water is essential for supplying oxygen to our cells, regulating our body
temperature, digesting our food and maintaining all of our major organs. Without
regular top-ups, our metabolism slows down, we become tired, forgetful and find it
increasingly hard to concentrate. Severe dehydration can even lead to organ
malfunction.
All of this makes it vital that our drinking water is as pure as possible. Even though
we’re all becoming more aware of the things we put into our bodies, tap water doesn’t
come with a label. If it did, you might find references to herbicides, pesticides, chlorine
and heavy metals amongst its list of ingredients. Aqua Optima water filters reduce
these harmful pollutants making for a cleaner, purer, healthier glass of water. Just
what the doctor ordered.
[Pod 1]
Family
Taking care of our loved ones is of paramount importance. Discover the benefits of
filtered water for all the family> <link to Family subsection>
[Pod 2]
Health
Interested in your personal well being? Learn about the importance of filtered water
for a healthier you>
<link to health subsection>
[Pod 3]
Environment
Discover how filtered water can make a real difference to the environment <link to
Environment article detail page>
[LHS Pod 1]
Why Aqua Optima?
<link to Why AO section>
[LHS Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[LHS Pod3]
Need more filters?
Click here to shop now <link to buy online>
Breadcrumb: Home > Wellbeing > Family
[Sub section] Family
[Heading] Family
Lead article [client to choose launch article from below]
1. Parents think twice when boiling baby's tap water
Parents have been asked to think twice when giving their baby boiled tap water after a
survey by Aqua Optima revealed that more than 70% of people in the UK* believe
boiling removes all impurities – leaving it pollutant free.
In truth, high levels of impurities such as pesticides, chlorine and heavy metals like
lead and aluminium can remain in tap water even after boiling – unless it’s filtered.
Dr Richard Johnston, Chief Scientific Officer at Aqua Optima said, "Research shows
that any amount of lead, which can be found in the nation’s tap water, can damage
the physical or mental development of infants and children. This could include
problematic behaviour and learning difficulties. So it is vital that today’s parents
recognise what they are and aren’t removing when they boil tap water for their babies.
People think that if they boil water it will destroy everything so you finish up with
something clean and pure. This is not the case."
Dr Johnston continued: "If you want purer water then boiling alone just isn’t enough.
Water no longer has to be filtered and then boiled, which can cost precious time, a
number of filter kettles boil and filter water simultaneously – providing a quick and
easy solution for purer water for busy mums."
2. Quench your kids’ thirst for a healthier start to the school year
With growing fears that children aren’t drinking enough water, Aqua Optima reveals
some handy hints to help keep them properly hydrated as they go back to school.
Health experts say that a lack of liquid during the school day can contribute to poor
performance in the classroom and eventually lead to health problems. Drinking pure
water is key as it has none of the health issues associated with drinks containing
sugar, additives, sweeteners, acids or caffeine.
To help give your kids a healthy start to a new school year, leading water filtration
company Aqua Optima has come up with a few easy to follow tips:
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Make sure your kids are drinking filtered water: Unless filtered it can contain
high levels of impurities such as lead, which can damage the physical or mental
development of children
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Send your kids to school with their favourite drinks flask filled with filtered water
to keep them hydrated throughout the day: by re-filling a bottle or drinks flask
you avoid the cost of buying bottled water
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Save time by keeping a jug of filtered water in the fridge: by having it ready,
filling drinks flasks is even easier
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Flavour water the healthy way: replace sugary flavourings with a slice of lemon,
orange or lime for a healthy alternative
3. ‘FIVE-AWAY’ – SCIENTISTS PROVE THAT TAP WATER DESTROYS VITAMINS
New research by Aqua Optima, the water filter company, has revealed that preparing
food and drink with tap water can lead to a massive reduction in the amount of vitamin
C.
The study has found that when in contact with copper, vitamin C is destroyed. In fact,
more than 95% of the vitamin can be destroyed within an hour. Copper is used in
many of our household pipes and residue can easily contaminate our water supply.
Dr Richard Johnston, Chief Scientific Officer at Aqua Optima comments, “Keen to get
our ‘5-a-day’, we rush to consume as many fruit and vegetables as we can
unbeknown that how we prepare it could kill the vitamins that are key to our wellbeing.
From simply watering down a glass of orange juice to boiling our carrots we reduce
the health benefits of those foods.
“To avoid losing vital vitamins, use water that has filtered out impurities such as
metals, herbicides and pesticides. There are now filter kettles available so you can
boil and filter water simultaneously.”
Aqua Optima offers a unique, five-step, fast flow water filter to remove approximately
75% of copper, 80% of chlorine and 95% of lead, as well as reducing levels of
herbicides and pesticides. It is available in two formats, giving you the choice of
changing your filter after 30 days (Single Life) or 60 days (Double Life). Aqua Optima
is compatible with a range of leading kettle brands and fridge jugs.
4. Aqua Optima reveals what is lurking in your cuppa
The UK is in danger of dying for a cuppa - chemicals lurking in tap water are slowly
impacting on our health and well-being.
Dr Richard Johnston, Chief Scientific Officer at Aqua Optima said: "Unless you filter
tap water, drinkers in hard water areas will enjoy a cup full of calcium carbonate and
chlorine.
But that's not all that can be found lurking in your tap water, Dr Johnston adds,
"Independent research has found that despite boiling, certain potentially dangerous
substances remain in tap water. You could be drinking pesticides that are
carcinogenic, or lead, which causes many long term health problems. In particular,
even very low levels of lead affect the physical or mental development of infants and
children.
Leading water filtration company Aqua Optima is raising awareness of the impurities
found in the nation's tap water as part of its Cleaner, Purer Water campaign.
Pesticides, lead and aluminium can remain in tap water even after boiling – unless the
water is filtered.
Dr Johnston concludes, "Our campaign is to help people understand what they are
drinking in their tap water – even if they can't see, taste or smell it."
Aqua Optima works to remove impurities such as herbicides, pesticides and chlorine.
By using a specially designed filtration system, up to 95% of lead and up to 80% of
chlorine found in tap water can be removed – promoting a healthier cuppa. In addition,
by reducing limescale by up to 70%, the life of a kettle can be extended.
5. Wake up to a purer cuppa
Let mum wake up by spoiling her with breakfast in bed - and the best cuppa ever. It's
the taste of things to come...
A water filter kettle serving up purer, better-tasting cups of tea, day after day is a great
gift for mum as it shows you care about her all year round. The secret is in Aqua
Optima, the advanced fast water filtration system at the heart of these special kettles,
which boils and filters tap water simultaneously.
Aqua Optima water filters remove 80% of chlorine, the stuff that can mar the taste of
tea or coffee. The bell shaped water filter cartridges simply fit into any Aqua Optima
compatible filter kettle delivering brighter, clearer, purer water every time.
With these special filters, hot drinks not only taste better but also look better too. A
clever mix of carbon and resin technology is used to prevent an unattractive oily film
forming on the top of mum’s cuppa.
But the morning cuppa could contain more than just chlorine; there may be impurities
you wouldn't want mum or any of the family to drink.
This is why the technically advanced filters also remove 70% of pollutants such as
herbicides, pesticides as well as heavy metals, including lead and aluminium, that can
remain in tap water even after boiling.
In a recent survey conducted by Aqua Optima over 70% of those questioned thought
that boiling water made it totally pure and free from any 'nasties'.
[Did you know panel] – Client to select from Did you know list
[LHS Pod 1]
Why Aqua Optima?
<link to Why AO section>
[LHS Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[LHS Pod3]
Need more filters?
Click here to shop now <link to buy online>
_________________________________________________________________
Breadcrumb: Home > Wellbeing > Health
[Sub section] Health
Lead article
1. The beauty of water is not just skin deep
The average human body is made up of an amazing 60% to 70% water so it’s no
surprise that the health benefits of drinking the recommended daily amount (RDA) of
two litres of water have been widely documented in recent years.
Famous models and celebrities from across the globe extol the virtues of drinking
enough water as a proven way of maintaining a clear complexion and preventing the
appearance of fine lines and wrinkles. But the beauty of water is more than just skin
deep...
Leading nutritionists claim that when our bodies are properly hydrated our mental and
physical performance is increased by up to 30%, while dermatologists state that water
also helps to improve skin conditions such as dry skin, eczema and psoriasis.
With enough water in our system, our bodies will expel toxins, our joints are oiled
which helps to prevent arthritis in later life, and the gut works much more effectively so
that ailments such as irritable bowel syndrome or constipation are reduced or
prevented. But even with all these brilliant benefits to water, why is it that so many of
us just don't drink enough?
For many people living in hard water areas, the actual taste and appearance of tap
water can be off putting. Even if the tap water tastes pleasant and has a clear
appearance, there are ongoing concerns about heavy metals, herbicides and
pesticides which may still be present in our tap water although we can't smell or taste
them.
While choosing bottled water may seem like the next best thing, the average two litres
worth costs 98 pence, that’s over £350 a year just to get our daily quota. Costs aside,
those among us who are concerned about the impact of packaging on the planet, may
prefer not to go down this route for environmental reasons.
So how do we make sure we drink enough?
The good news is that medical opinion was recently revised to include tea and coffee
as part of our RDA. Yet the idea that boiling tap water removes all impurities is a myth
and for a purer tasting cup of tea, water still needs to be filtered to reduce impurities.
If the idea of having to filter your water before making a cuppa sounds too much like
hard work – why not take a look at the Aqua Optima water filter? Designed to fit into a
range of water filter kettles, this versatile device allows you to filter and boil
simultaneously so you don't waste any time waiting for the water to filter through and
can rest assured that you are drinking a healthier cup of tea. What better way to get
your RDA?
Aqua Optima is a unique, five-step, fast flow water filter which removes impurities from
tap water including 80% of chlorine, 70% of lead, as well as reducing high levels of
herbicides and pesticides, to provide cleaner, purer and better tasting water. Available
in two formats, it gives you the choice of changing your filter after 30 days (Single Life)
or 60 days (Double Life).
2. Aqua Optima's top tips for a healthier you
Finding your way to a healthier you, can be easier than you think with these easy
steps.
Aqua Optima, experts in fast flow water filters for hot and cold drinks, has put together
a list of easy to follow tips to help you get on the ladder to a healthier lifestyle in a
greener world.
Healthier You:

The recommended daily fluid intake is two litres of water a day. Filtered water is
purer, clearer and cleaner tasting, as well as being cheaper than buying bottled
water

Buying organic vegetables is one thing but to make them truly nutritious and full
of goodness, steam them in filtered water. Boiling tap water alone does not
remove impurities from water such as heavy metals, herbicides and pesticides
so you still need to filter your water first before steaming your vegetables

Regularly put aside a bit of 'me time'. Take time out for a cup of fruit or herbal
tea made with pure filtered water, indulge in a long relaxing bath with skin
softening, scented lotions and try to switch off even for a short time

Eat five portions of fruit and vegetables every day. Remember to wash your
fruit in filtered water to remove any residue from the peel. Replace fatty snacks
or sweets with an apple, a handful of grapes or even a stick of celery or carrot

Use the stairs instead of the lift. Get off a bus stop earlier than usual and walk
to work. There is nothing like exercise for keeping you fit and looking toned
3. Detox your tap water along with your body this New Year.
Everyone knows eating plenty of fruit and vegetables and drinking water is an ideal
way to detox, but in the winter hot drinks are much more appealing than cold. Green
and herbal teas and hot water with lemon will all help the detox process and can be
even purer if a kettle with the new Aqua Optima water filter system is used.
Aqua Optima found through consumer research that while most people are aware of
the impurities in tap water, they also believe that boiling water removes them when in
fact it does not. These impurities need to be removed by a filtration process using a
cartridge such as Aqua Optima.
Aqua Optima has developed a unique five-step filtration process that removes up to
80% of chlorine, 70% of lead and reduces high levels of other tap water pollutants
such as pesticides, herbicides and heavy metals via a fast flow cartridge.
And Aqua Optima has teamed up with some of the world’s leading brands, to create a
new range of 'super kettles' that all deliver purer Aqua Optima filtered water fast. A
litre of water can be filtered and boiled in two and half minutes.
4. New year, new you
When January arrives you may think all that remains is to throw away the turkey
leftovers and sheepishly fill the bottle bank with empties. Yet festive excess of starchy
foods and alcohol can lead to a build up of toxins, leaving us feeling bloated and
lethargic.
One of the most effective ways to eliminate these toxins and boost energy levels is to
give our bodies a much-needed cleanse. A detox can last from five days to a fortnight
and is the first step to a healthier, more energetic you.
Top detox tips from water filtration expert Aqua Optima.
1. Cut out alcohol, caffeine, nicotine and red meats and try to lower your salt,
sugar and dairy intake.
2. Opt for a selection of unprocessed foods including fresh fruit, organic
vegetables and wholegrains.
3. Use filtered water to steam or boil vegetables and to wash your fruit.
4. Kick start your kidneys by drinking hot filtered water with a slice of lemon each
morning. Drinking the recommended two litres of filtered water each day will
flush out toxins.
5. Treat your body to some TLC and make time for pampering. Indulge in a
cleansing face mask and enjoy a long soak in the bath with toxin tackling
Epsom Salts. Using a body brush on the skin in circular motions towards the
heart will speed up the detox process.
5. Overindulged this Christmas?
Aqua Optima, the leading water filtration system used by the UK's top appliance
brands, is highlighting to consumers that drinking lots of purer, filtered water will help
them survive the festive season.
Health experts recommend drinking a pint of water before going to sleep after a night
on the town to help avoid severe hangovers, pounding headaches and discomfort
caused by alcohol induced dehydration: our liver and kidneys need plenty of water to
process excess alcohol and flush out toxins.
The majority of us would help ourselves to a pint of tap water; unaware that tap water
itself contains impurities and toxins (such as chlorine, lead, herbicides and
pesticides!). There is a quick and easy solution to give our body the very best detox
treatment, straight from the tap - simply using an Aqua Optima filter.
Aqua Optima has developed a filter system to remove high levels of impurities
including up to 70% of lead and 80% of chlorine using its unique 'fast flow' design that
filters tap water quickly.
This filter system can be used in both filter kettles and filter jugs giving revelers chilled
water sat in the fridge and ready to drink after a night out - or that strong cup of coffee
first thing in the morning to help you get going again
6. Survive the festive season with water
Getting into sparkling festive form is not just about buying a new party dress, it means
getting into shape and looking your glowing best.
It’s all too easy to let your summer self fade as the nights draw in and you opt for
nights in front of the TV, but by taking a few easy steps you can retrieve that healthy
glow and face the party season in style.
The advice comes from Aqua Optima, one of the leading names in water filters that
remove high levels of impurities - making healthier, better tasting drinks.
Top ten tips for a new you this Christmas
1. Drink 6 to 8 glasses of filtered water a day for glowing skin and sparkling eyes.
2. Try a glass of hot filtered water and lemon every morning to flush out the
system after a big night out.
3. Help fit into your party dress by brisk walking – it’s great exercise to get the
circulation going, leaving you revitalised and energised.
4. Minimise the impurities that go into your body over the festive season by
filtering your water. Filtered water contains fewer impurities and has improved
taste and health benefits.
5. Think about a new hairstyle - well cut glossy hair is a real confidence booster,
after all a crowning glory is what people notice first!
6. Help detox your system after a big night out by swapping caffeine-fuelled hot
drinks for herbal teas.
7. Alternate alcohol with water for a clearer head the following day.
8. Use filtered water to boil your vegetables for a higher vitamin C intake – tap
water can contain copper and studies have proven that this rapidly reduces
vitamin C, a vital vitamin for fighting off colds
9. Have some early nights before the festive season gets underway - dark
shadows under the eyes do nothing for a party girl
10. FINALLY - if you do over-indulge try Dr Stuart’s Liver Detox to put you back in
the mood for more partying!
7. Six steps to healthier herbal tea
The UK is one of the biggest tea drinking countries in the world consuming a
staggering 165 million cups of tea a day, equating to 62 billion cups per year.*
Today, herbal teas are seen by many as a far healthier alternative to traditional tea or
coffee. But how can we make sure we are getting the maximum health benefits from
our herbal tea?
Leading water filtration experts Aqua Optima has joined forces with Dr Stuart's,
producers of fine quality herbal teas, to offer top tips on making the perfect herbal
drink.
Step 1
Make sure the water you use is filtered to remove impurities or you risk undoing all
your good intentions of drinking herbal tea in the first place. While some impurities
such as sediment or chlorine are detectable by their appearance or smell, other
impurities which can't be seen or tasted, like lead, aluminium or copper can also be
found in our water even after boiling. This is why filtering is so important.
Step 2
For cleaner, purer water, choose a fast flow Aqua Optima Water Filter, which is
specially designed to remove sediment and impurities such as lead (up to 95%),
chlorine (up to 80%) and organic chemicals (up to 70%). The filters are compatible
with a number of kettles from leading brands such as Russell Hobbs, Morphy
Richards and Sabichi, allowing you to filter and boil water simultaneously – ensuring
you enjoy your herbal tea without wasting any precious time.
Step 3
To ensure you get the most therapeutic benefits from your herbal tea, always read the
ingredients list to check that real herbs are used in the tea.
Choose from a wide selection of Dr Stuart herbal teas made for unwinding, destressing, cleansing your system or to simply give yourself an energy boost there's a
Dr Stuart’s blend to suit you. Each delicious blend is made with the finest quality herbs
chosen from the best parts of the plant. Look on the pack for the 'active botanicals'
leaf. Active botanicals means the herbs used in Dr Stuart's have the most essential
oils, and with them the most flavour, aroma and health benefit.
Step 4
Use one bag of herbal tea for each cup, or two for a large mug. Pour on your freshly
boiled, filtered water and leave the tea to brew for 4-5 minutes to give the herbs time
to release their valuable essential oils. Cover the cup or mug (or use a tea pot) while
brewing to keep in more of the goodness.
Step 5
Herbal teas are delicious served cold. For a pint of iced tea, brew six bags in one cup
of filtered, boiling water. Add two cups of chilled filtered water (from an Aqua Optima
Fridge Jug) and plenty of ice cubes. For those with a sweet tooth add a drop of sugar
or even honey!
Just by filtering your water you will notice your cup of tea won't have that oily layer on
the surface, which can spoil the taste of your tea.
Step 6
All that is left to do now is sit back, relax and sip your way to a healthier lifestyle.
* Statistics from The United Kingdom Tea Council
Notes to editors
* Dr Malcolm Stuart is a practicing medial herbalist quoted as the 'Father of Modern
Herbalism' and the force behind the Dr Stuart’s herbal tea range. He has been crafting
the art of making the perfect cup of herbal tea over many years.
This is where we need to link to Dr Stuarts
8. A Real Lack Of Christmas Spirit!
Water filtration specialists Aqua Optima have discovered that at Christmas more than
over 20% of hosts deliberately short change their guests by 'swapping' premium brand
spirits for cheaper brands or supermarket own label products.
In an online poll of 500 Aqua Optima customers, 22% admitted they had deliberately
served guests cheaper spirits – keeping the good stuff for themselves.
12% confessed to lying about having a certain brand or drink in the house when a
guest requested it (such as a single malt whiskey), whilst 10% stated that they avoid
buying more expensive spirits altogether for fear of them being consumed by visitors
over the festive season.
Some admitted going to more extreme lengths to save money yet give the impression
they were generous hosts - with 3% admitting that they had actually decanted cheaper
spirits into premium brand bottles to serve to visiting guests.
Another surprising revelation was 4% of those surveyed said that they had actually
tried using a domestic water filter system to improve the taste and appearance of
cheap spirits, especially vodka. This practice, believed to have been popularised by
students in America, involves pouring a coarse, harsh tasting spirit through a domestic
filter jug several times until its taste becomes more palatable. The process is thought
to replicate the intensive filtering process used by many premium brands to achieve a
smoother, less fiery finish on the palette.
Until undertaking the customer survey, Aqua Optima were not aware of how common
this practice was within the UK, and have found both this statistic and the revelations
about stingy Christmas hosts surprising.
Mark Finnie, Aqua Optima's Sales & Marketing Director said, "I think everyone at
some time has probably kept a drop of the good stuff back for themselves at
Christmas and has served less expensive drinks to guests. However, the fact that
some people admit to passing off cheap spirits as more expensive by actually pouring
them into empty premium brand bottles is a bit of a shock.
"Further, we originally thought that the home filtering of spirits was an urban myth but
our research indicates that some people have tried it in a genuine attempt make
cheaper spirits taste better. We don't know whether they were successful and
obviously Aqua Optima does not recommend that anyone use our filters, or any other
filtration system, for a purpose other than what it is designed for - making tap water
purer and better tasting through the removal of impurities."
9. Prepare for a healthy winter
Tempting as it might be, turning into a couch potato is no way to fight off those winter
blues. Now is the time to get yourself fit and healthy to beat off those coughs and
colds.
Water is one of the most efficient detoxifying fluids you can drink and it's a great way
to flush out the system, giving your body a boost to help beat the winter blues. Water
filtration expert Aqua Optima has some handy hints for keeping well this winter.

Swap your morning coffee for a cup of hot filtered water with a slice of lemon –
it will flush out your system and the vitamin C will help combat colds

For healthier and purer hot drinks use a filter kettle. Water is filtered and boiled
simultaneously to remove high levels of impurities such as herbicides,
pesticides, lead and copper

Replace summer salads with wholesome soups. Not only are they tasty and
comforting, they also help you meet the recommended five-a-day fruit and
vegetable intake

As the temperature drops it's easy to swap water for caffeine-fuelled tea and
coffee. Opt for a healthy herbal tea like Dr Stuart's Echinacea Plus to help
boost the body’s natural defences

Wrap up warm, get outdoors and get ready to feel energised! Winter is no
excuse to huddle over the fire and being outside in the daylight will get those
endorphins moving, making you feel better too!
[Did you know panel] – see the ‘Did you know’ list
[LHS Pod 1]
Why Aqua Optima?
<link to Why AO section>
[LHS Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[LHS Pod3]
Need more filters?
Click here to shop now <link to buy online>
__________________________________________________________________
[Did you know? panel] To sit across all detail pages (these will be produced as
graphics)
Did you know?
1. Aqua Optima is specially designed to ensure that tooth-friendly fluoride as well
as magnesium and potassium, which protect against heart disease and strokes
are not removed from water.
2. Drinking water helps to regulate our body temperature which is essential for the
proper functioning of our internal organs
3. Water makes us look great! It helps to smooth the appearance of fine lines and
better still it contains no calories or fat.
4. Topping up with water during the day helps you stay alert and avoid tiredness.
5. Healthy muscle tissue contains around 75% water so ensuring you drink
sufficient water during exercise can help to keep your muscles hydrated and
prevent cramps.
6. Drinking water helps to flush out toxins introduced into our bodies through
eating, drinking and even breathing.
7. Water doesn’t contain sugar so it is kind to your teeth, and helps to keep your
bones, hair and nails healthy.
8. Mental performance could be improved when you drink water throughout your
day.
9. The beauty of drinking water is that we can drink it hot when we’re cold and
cold when we’re hot - so no matter what the weather is you can adjust your
water accordingly.
10. Even when we’re resting, our bodies lose up to half a litre of water every day
and during hot weather, or exercise, we lose even more so it’s important to
maintain our fluid levels and keep the body functioning.
11. The average person should drink 6-8 glasses of water every day, but the actual
amount of water you need to drink for your body to stay hydrated depends on
your age, size and weight.
12. The average 4-6 year old should drink 5 glasses of water a day and a 7-10 year
old, about 6 glasses a day.
____________________________________________________________________
Breadcrumb: Home > Environment
[Section] Environment
[Headline] Environment
Planet earth is our home and that means we need to look after it. Three quarters of its
surface is covered in water, so it’s no surprise that the way we use, treat and distribute
this water is vitally important to the environment. After all, what’s the point of keeping
ourselves healthy, if our world becomes an unhealthy place to live?
Filtering water at home is one way we can help keep ourselves, and our planet, in tip
top condition. In an ideal world, tap water would be as clean and as pure as Mother
Nature intended. In reality, it can contain herbicides, pesticides, chlorine and even
heavy metals like lead and aluminium. In other words, pollution.
Bottled water is not the answer. The impact of manufacturing, storage and
transportation on the environment is great. In the UK alone, of the one and a half
million tons of plastic bottles produced each year, only 7% gets recycled. The rest
ends up on landfill sites. Because a quarter of all bottled water is drunk outside its
country of origin, the resulting ‘water miles’ mean thousands of tons of harmful
emissions are released into the atmosphere.
So you see, by using an Aqua Optima water filter, you not only removes impurities
from your water, but you also help reduce climate change, global warming, carbon
emissions, chemical waste and pollution. Every little action helps to save our planet …
[Pod 1]
Filtered vs bottled water
<link to article detail>
[Pod 2]
Strain on the environment
Top tips for a greener you
<link to article detail>
[Pod 3]
Well being
[LHS Pod 1]
Special offer – client to confirm
[LHS Pod2]
Brands using Aqua Optima filters
Click here to view the full range of compatible products <link to brands page>
[LHS Pod3]
Need more filters?
Click here to shop now <link to buy online>
__________________________________________________________________
Breadcrumb: Home > Environment > Filtered vs bottled water
[Detail page]
[Headline] Bottled water can cost you & the environment more
Bottled water is now available in nearly every supermarket, corner shop and vending
machine all around the globe.
However, the expense of bottled water for consumers and the environment and
whether it is better than tap water is often in question.
With so many headlines and myths Aqua Optima have put together some key facts to
show how filtered water can provide you and your family with purer water for a fraction
of the cost.
Facts
 Bottled water is more expensive and less regulated than regular tap water
 Cooking with filtered water can help improve the colour and taste of your food
and ensure you are putting less impurities into your body, so keeping you
healthier
 For every litre drunk, there is less packaging per water filter than bottled water
– this is better for the environment.
 The component parts of an Aqua Optima water filter are 100% recyclable. We
do not however advise you to break open an Aqua Optima water filter in your
home to separate out. Please dispose of your water filter in the normal refuse.
 A standard Aqua Optima water filter lasts the equivalent of 100 litres – that is
100 less 1L water bottles you would be throwing away. A Double Life water
filter is even more environmentally friendly, lasting for the equivalent of 200
litres!
 Aqua Optima replacement water filters are available individually or in multipacks, meaning fewer shopping trips resulting in less carbon emissions.
2. Lose your bottle, cut the waste
UK Homeowners recycle less than 10% of plastic waste. As the UK government
considers monitoring domestic refuse and charging for excessive amounts, Aqua
Optima reveals the real impact of our thirst for bottled water and how homeowners
can reduce plastic refuse.
Over 50% of the UK drink two billion litres of bottled water annually and sales continue
to soar. This can be attributed to a more health savvy public, combined with the
convenience factor of being able to quench your thirst on the go. Yet industry experts
are asking just what effect is this huge consumer demand having on the environment,
our health and our pockets?
The facts:

In the UK half of the three million tons of plastic produced each year is for the
bottled water industry. Only 7% of plastic is recycled and a high percentage is
used only once before being sent to landfill*

Each plastic bottle takes 2,000 years to break down and degrade**

Around a quarter of the 90 billion litres of bottled water drunk each year is
consumed outside its country of origin. The resulting transportation or 'water
miles' over long distances means increased burning of fossil fuels and
thousands of tons of harmful emissions released into the atmosphere***
Dr Richard Johnston Chief Scientific Officer of Aqua Optima said: "Even though some
eco-conscious consumers may re-use their water bottle, this is only one small step.
This doesn't address the waste generated in the manufacturing process and the huge
amount of energy used to move and store it.
"With government plans to monitor our refuse and an increasingly environmentally
aware public, we need alternatives to bottled water. There are ongoing concerns
about tap water quality and many people simply do not like the taste. Using a water
filter fridge jug or kettle are obvious alternatives to buying bottled water and they
improve the taste of tap water."
We now produce a double life filter, which needs changing only every other month
rather than every 30 days, cutting waste by a further 50%. Water filters also remove
some of the impurities often found in water, some of which cannot be seen or tasted
such as lead and aluminium, providing cleaner, purer water."
The cost of buying bottled water each day is one that may irk some shoppers. To
drink the recommended 2 litres per day, consumers would need to spend £310.25****
per year in the UK. The Aqua Optima Double Life cartridge costs just under £30 for a
year’s supply and provides over 1,200 litres of filtered water.
References
*Friends of the Earth
**www.bbc.co.uk/religion/galleries/consumerwaste
***Friends of the Earth
****Based on SRP of 0.85p for a 2-litre bottle of bottled water.
3. SWAP IT & SAVE (in theory this could go under filtered vs. bottled)
Drink the recommended two litres of water per day as bottled water, and it would cost
around £25.50 a month in the UK. That’s a staggering £310.25 a year.
You could however save money with an Aqua Optima water filter. Removing the
impurities found in tap water, filters provide cleaner, purer water, and cost around *
10% of the price – just 3p a litre or £30 per year.
So why aren’t more consumers saving their pennies, and their arms, by binning the
bottle?
So what can you do with a £280 saving?



Impress your friends with the latest Lulu Guinness handbag
Tone up with a year’s gym membership
Whisk yourself away for a weekend break in Paris
Snap up that Mulberry Filofax you’ve had your eye on for some time to get yourself all
organised
Breadcrumb: Home > Environment >Strain on the environment
Detail page
[Headline] Aqua Optima's top tips for a greener you
Help reduce the strain on the environment by finding your way to a greener you. It’s
easier than you think with these top tips from Aqua Optima.
Greener You:

Two minutes 'teeth brushing' time twice a day is recommended to prevent the
build up of plaque and get those teeth really clean. To save water, keep a fresh
cup of filtered water in the bathroom to rinse your mouth out, rather than leave
the tap running

Replace bottled water with filtered water to cut back on plastic waste. Of the
three million tonnes of plastic produced in the UK every year, half is specifically
made for the bottle industry. Better still, invest in a portable sports water bottle
to decant your filtered water and keep hydrated on the go

Befriend the bottle bank. Recycle glass jars and bottles, newspapers,
magazines and cardboard

Wash your clothes at 30 degrees to save on electricity. Today's washing
products produce excellent cleaning and stain removing results at lower
temperatures

Use natural detergents for laundry and washing up liquid. Not only do they have
minimum impact on the environment they are kinder to the skin and hands
[How about?] – articles
Twice The Performance, Twice The Value - Aqua Optima Introduces New Double
Life Filter Cartridge
Aqua Optima launched the UK's first water filter cartridge that lasts for 60 days/200
litres, double the performance of a standard 30-day/100-litre cartridge in the market.
Aqua Optima Double Life has been rigorously tested to ensure it does everything that
current Aqua Optima water filter cartridge does - but for twice as long. This includes
the removal of high levels of impurities like chlorine, lead, pesticides and other
pollutants from tap water and the reduction of limescale to extend your appliance’s
life. Aqua Optima's unique, patented fast- flow design and five-step filtration process is
also used in the new Double Life cartridges, and they are compatible with all existing
Aqua Optima compatible appliances.
Aqua Optima Double Life is the result of extensive consumer research that revealed
many people did not continue to filter their water due to the inconvenience and
expense of changing the cartridge every month. A majority of the consumers in Aqua
Optima's focus groups reported that they would prefer to change the filter every
couple of months rather than after 30 days.
Double Life also reduces by 50% the amount of waste produced by consumers
throwing their old filters away each month and also means less packaging, reducing
the overall impact on the environment.
Latest report reveals limited progress to meeting EU standards for lead in
drinking water in the UK
The latest Drinking Water Inspectorate (DWI) report has revealed limited progress to
meet the standards for lead in drinking water by 2013, sparking concerns that we may
be drinking tap water containing higher levels of lead than recommended.
There are concerns for children and pregnant women as Professor Jeni Colbourne
MBE, Chief Inspector of Drinking Water comments in the report: "A particular health
risk associated with drinking water in buildings is the presence of lead which has an
adverse effect on the cognitive development of young children."
The 1998 Drinking Water Directive set an interim standard of lead of 25μg/l to be met
by the end of 2003 and a final standard of 10μg/l to be met by the end of 2013. The
latest DWI report states that in many regions of England and Wales there has been
limited progress towards meeting the 2013 standard and there is evidence that the
current recommended levels are not always being met.
Although most lead in drinking water is derived from plumbing inside older buildings,
some comes from those underground pipes that connect water mains to buildings.
The water companies own some of this pipe work; the rest is the property owner’s
responsibility. Water companies have limited responsibility for the quality of drinking
water once it enters a building’s water system.
A simple filtration system can remove high levels of lead from water in the home. The
Aqua Optima water filter fits into a number of filter jugs and kettles and tests prove
that it removes up to 95% of lead that can be found in water.
The DWI report can be accessed at
www.dwi.gov.uk
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[Sub section] Brands using AO
[Heading] Brands using Aqua Optima
Aqua Optima water filters work in a range of different kettles, water jugs and even
water chillers from famous makes right across the globe. To choose one that fits your
needs best, simply click on the list of countries below and then view the range of Aqua
Optima compatible products available.
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Breadcrumb: Home > About Us
[Section] About us
[Heading] Leading the way in Water Filter Technology
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Aqua Optima is a unique water filtration system developed by Strix Ltd, a
pioneering appliance technology company based on the Isle of Man.
With a 50-year history of innovation, Strix developed the world’s first fully
integrated automatic kettle switch in 1981. In 1986 they invented a new control
that gave birth to the world’s first cordless kettle. In1996, they launched the first
360° degree cordless connector.
These innovations have set the international standard in domestic kettles and
Strix’s technology is used over one billion times every day, all over the world.
Whilst remaining committed to improving water appliance technology, in 2000
Strix began to focus on improving and purifying tap water itself.
Strix’s engineers and scientists set about designing a water filter system that
removed impurities, improved the overall look and taste of tap water and
reduced sediments that caused limescale build up in kettles.
To meet consumer needs they also wanted to ensure it was fast and performed
consistently throughout the filter cartridge’s lifetime. The result of this is the
Aqua Optima water filtration system.
Aqua Optima follows in Strix’s long tradition of delivering bespoke technical
solutions to solve problems with water appliances and water delivery.
For more information about Strix please visit www.strix.com
[Company News] List
1. Dec 2007 AQUA OPTIMA DRIVES NATION’S TASTE FOR PURER WATER <link
to full article>
Water specialist Aqua Optima has been a driving force behind the nation’s thirst for purer
water.
An award winning advertising campaign as well as an increase in distribution and
marketing activity has resulted in Aqua Optima doubling its turnover, and holding the
majority share within the hot water market.
Sales and Marketing Director Mark Finnie comments: “This year we’ve seen the
consumer’s taste for purer water soar. We have focused on the hot water market and
have led the way in its growth. We forecast that our turnover will continue to grow as
we drive the category forward, tailoring our product range to suit the increasing trends
for healthier food and drink.”
A successful year has seen the company air its TV advertising campaign, which
educated consumers on the health benefits of water filtration. The campaign has
recently scooped a top prize in the prestigious IPA Advertising Effectiveness Awards
and also won two SWOT Awards for marketing excellence earlier this year. Aqua
Optima has also increased its distribution including a break into the Irish market.
Aqua Optima single and double-life filters are compatible in a range of kettles and jugs
from leading manufacturers.
Mark added: “The Aqua Optima range of products are fast becoming the filter of
choice as we gain a reputation for value and quality.”
2. Sept 2007 Aqua Optima filters into Ireland with first distribution deal <link to
full article>
Leading UK water filtration experts Aqua Optima has secured its first distribution deal
in the Republic of Ireland and Northern Ireland.
Partnering with Ireland's largest retailer Dunnes Stores, the 'Power On' Aqua Optimacompatible filter kettle is now available throughout 80 of its outlets.
Mark Finnie, Sales and Marketing Director said: "This is the next stage in our strategy
to take the Aqua Optima brand global. We are responding to a need in the area for
water filtration products and anticipate a mutually beneficial partnership with Dunnes
Stores."
The move into the Republic and Northern Ireland complements the company’s
increased distribution in the UK, which includes new listings with Amazon and
Woolworths (from October 2007).
3. May 07 Awards double whammy for Aqua Optima <link to full article>
There's a double whammy for leading water filtration company Aqua Optima at the
prestigious SWOT Awards, which recognise marketing excellence.
"Saving water filter kettles from extinction" was the theme of the advertising campaign
that earned Aqua Optima two marketing effectiveness awards - "Best Advertising
Strategy" and "Small Client Company of the Year".
Aqua Optima came out on top with its exceptional ability to overcome challenges and
put in place a marketing strategy that not only successfully communicated its
message but also increased customer awareness.
The SWOT Awards aim to acknowledge the most talented marketers and the most
successful marketing plans produced outside of London. Judges were seeking entries
that looked at marketing at a strategic level and how the strategy was put into
practice.
BJL, one of the largest independent advertising agencies outside London developed
this campaign alongside Aqua Optima. Trevor Lorains, director at BJL added: "Our
challenge was to help Aqua Optima build its credentials in a sector which was coming
under increasing competitive pressure. We are delighted that the campaign has been
so publicly acknowledged with the reward of the SWOT awards."
4. Aug 2007 Floods bring influx of water filtration enquiries <link to full article>
After large areas of Western England experienced the worst floodwaters in 60 years,
Aqua Optima has received an influx of enquiries on the safety of drinking water.
Dr Richard Johnston, Chief Scientific Officer of Aqua Optima explains: “We have
recently been reassured that tap water across the country is safe to drink and the
damage from the recent floods to our water systems has been rectified. However, we
are finding that it has raised many questions about what may be in our water supply.
"The typical advice provided if you think your water is unsafe is to boil the water before
drinking or food production. This has been shown to be very effective at reducing
microbiological contamination, but it does not affect many other potential
contaminants.
"Impurities such as lead, aluminium, copper and organic compounds such as
pesticides may remain in the water even after boiling. People are right to be
concerned as there are health implications associated with such impurities, for
example metals like lead can damage the physical or mental development of infants
and children.
"A water filter kettle or jug will significantly reduce the levels of these substances,
providing additional peace of mind. As well as removing things that can't be seen or
tasted, filters also remove the more obvious chlorine and calcium carbonate, providing
a nicer smelling, scum-free drink."
5. Jan 07 Aqua Optima launches high profile TV campaign <link to full article>
Aqua Optima, the advanced, fast flow, water filtration system is to launch an intensive
TV campaign to drive consumer awareness of the product, which has been adopted
by major brands.
The TV campaign entitled 'Body of Water' will focus on exploding the common
misconceptions among today's consumers that boiled tap water is removed of all
impurities, such as chlorine, lead, herbicides and pesticides, when in fact many such
impurities, do in fact remain in our tap water and ultimately our systems, even after
boiling.
The adverts will demonstrate how the product is able to filter and boil tap water
simultaneously whilst being versatile enough to fit into the majority of the market
leading kettle brands.
Aqua Optima Sales and Marketing Director Mark Finnie comments: "The health
benefits of drinking enough water are becoming much more recognised and modern
consumers are becoming increasingly savvy as to what is good for them, particularly
at this time of year when detox is so high on the agenda. It's great news that medical
opinion was recently revised to include tea and other hot drinks as part of our
recommended daily fluid intake, but consumer research has shown that many people
are still unaware that boiling tap water does not remove many of the impurities.
"Indeed these can remain in our drinks, even though we can't taste or see them, and
when we consume them we run the risk of undoing much of the good achieved by the
detox regime we have been trying so hard to stick to." Added Mark.
"Our latest consumer campaign is aimed at helping people understand that water
used in hot drinks still needs to be filtered for it to be purer. Our message is that using
a kettle fitted with an Aqua Optima water filter offers a hassle free, time saving
solution, allowing consumers to filter and boil simultaneously and enjoy a purer cup of
tea. We are confident that as people become increasingly aware of the health benefits
of filtered water, it's popularity will continue to grow," concluded Mark.
6. Jan 07 Aqua Optima appoints Mason Williams to spread the word in the UK
<link to full article>
Manchester's leading public relations consultants Mason Williams have proved they
are on the boil.
In a three-way pitch they have won Isle of Man based Aqua Optima, an advanced
water filter brand for use in both kettles and water jugs.
Aqua Optima is manufactured by Strix, a world-class leader in kettle control
manufacturing whose cordless interfaces, thermostats and water boiling elements are
used in domestic appliances around the world.
The PR campaign will primarily be a two-pronged drive involving educating consumers
about the benefits of hot water filtration, and taste test sampling trials in hard water
areas across the country, particularly in the South East and the Midlands.
Managing director Rita Rowe, said: "We are particularly pleased to have been seen to
possess the necessary qualities in this highly competitive pitch. This is the kind of high
profile consumer product that has become a speciality for Mason Williams."
Rowe added that as well as the taste test sampling trials there will be a huge
educational element to the campaign. "There is still an inherent belief amongst today's
consumers that boiling water will purify it, when in fact this isn't the case and a filter is
still needed to get purer water. The campaign will work to explode any myths
surrounding filtered water and also demonstrate the clear benefits of pure, clean
filtered water."
Award-winning Mason Williams also has offices in London.
Aqua Optima Sales and Marketing Director, Mark Finnie, said: "We were really
impressed with Mason Williams' grasp of our product and the way they interpreted our
brief. Their creative ideas, sheer professionalism and enthusiasm marked them as the
agency we can best work with. We look forward to driving the Aqua Optima brand
forward with them."
7. Apr 2006 Aqua Optima launches into China <link to full article>
Strix has launched its unique Aqua Optima filtration system into the Chinese
market.
Senior government officials, including Tim Standbrook of The British Consul and head
of China’s Healthy Water Drinking Committee Li Fuxing, joined President of Strix Asia
Joe Szeto at the official launch in Shanghai. Over 30 representatives of the Chinese
media also attended to find out more about the new “healthy drinking concept from
Britain” which will be actively promoted as a lifestyle rather than just a product.
At the event Mr Szeto gave a detailed presentation about Aqua Optima’s advanced
filtration technology and the benefits it offers the Chinese consumer.
This was followed by a formal announcement by Paul Snowden, Aqua Optima’s
Director of Business Development, of a ‘commitment to healthy water’ partnership
between Strix and some of China’s biggest appliance manufacturers including Sanyo,
Airmate, Donlim and Eternal.
Already available in Shanghai, and soon to rollout in Beijing and Guangzhou, Aqua
Optima’s Chinese retail campaign will be supported by extensive shop displays and
promoted by a team of dedicated in store Aqua Optima representatives.
8. May 2005 New range of UK top brand kettles featuring Aqua Optima unveiled
<link to full article>
Aqua Optima have announced details of the newest, smartest kettles from the UK’s
top appliance brands that feature their unique Aqua Optima water filtration system.
The reason why these manufacturers choose Aqua Optima include:
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A patented fast flow design that quickly filters and boils water simultaneously.
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A unique five-step filtration process that ensures that the water in hot drinks
contains less impurities such as sediments and carbonates that cause
limescale.
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The reduction of chlorine, herbicides, pesticides and heavy metals (such as
lead and aluminium) and other pollutants which remain in water even after
boiling.
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The fast delivery of healthier, purer hot water - which makes your tea, coffee
and hot drinks taste even better.
An Aqua Optima fitted kettle is the ideal purchase for the health conscious consumer,
families, the beverage ‘connoisseur’ or anyone that simply wants to enjoy better
tasting, purer water in their hot drinks. And all these benefits are delivered via a range
of smart and stylish kettles produced by some of the UK’s top appliance brands. To
see the full Aqua Optima range click here for Brands using Aqua-optima
9. STRIX Wins Plastics Industry Award for Best Sales and Marketing Initiative
<link to full article>
The success of STRIX in its marketing of a range of water filters for kettles has been
rewarded with a win at the Plastics Industry Awards and, more importantly, with the take-up
of its product by 20 customers.
The company's approach to the market by introducing genuinely new products to its
existing customers caught the judges' imagination and its analysis of how to tackle the
markets impressed.
The Isle of Man company has built a strong reputation around its thermostatic kettle
switches. It proudly says these systems are part of 65% of the kettles made in the world
and estimates they are used more than a billion times a day.
Such a great track record, though, did not make STRIX complacent when it decided to
branch out into water filters. It recognised the need for a marketing plan that adapted the
existing template, which involves selling branded components to OEMs in a strategy called
"STRIX Inside".
The company said to market the Aqua Optima product, it needed a more innovative
strategy.
The "Aqua Optima Inside" strategy was developed by identifying elements of its existing
strategy that could be retained and adding some external marketing expertise. The initial
thrust was geographically defined. Priority was given to markets where STRIX had existing
strong kettle brand relationships.
Early markets were Russia, Poland, Israel and China. Sales in these markets were then
used to springboard offerings into the United Kingdom and there are plans to launch in
Germany and the US.
A key element of STRIX's approach is the thorough customer support it gives as a way to
add value to customers' products.
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[Section] Terms and conditions
[Heading] Terms and Conditions
The vendor is the Aqua Optima division of Strix ltd, hereafter referred to as "Aqua
Optima”
By purchasing from Aqua Optima you agree to be bound by these terms and
conditions.
Payment Options
To order goods from this website you must be over 18 years of age. We accept all
major credit and debit cards in partnership with Worldpay, part of the Royal bank of
Scotland group. Please note that your payment card will be debited in pounds sterling
or euros. You may use MasterCard, Visa, Electron, Delta, Switch or mail to us a
money order or personal cheque drawn on UK funds.
The prices shown are regardless of country of delivery. For UK and EU customers’
prices include VAT at standard UK rate. Should the rate change we reserve the right
to change prices accordingly.
All prices on this website are subject to change without prior notice.
We aim to protect legitimate credit card owners from fraud and therefore will report to
the necessary authorities any person attempting to use a card to which they are not
authorised to use.
Value Added Tax (VAT)
This is included in the price we display. Our VAT registration number is
GB000007370.
Order Confirmations
When you place an order via our internet service you will receive two emails. An order
confirmation from us and a “Thank you, you’ve paid” confirmation email from
Worldpay. Please retain both of these emails.
All orders are subject to stock availability and acceptance at our discretion.
Delivery Method
Typically orders are dispatched within 24 hours of payment clearance. We reserve the
right to choose the most cost effective means of delivery. We can only accept a claim
for non-delivery if you inform the help line within 28 days of placing the order (see
section on complaints). Risk of damage to or loss of the product passes to the
customer at the point at which they are delivered.
Order Cancellation
As goods are normally dispatched within 24 hours we regret it is not possible to cancel
once payment has been processed. However under certain circumstances refunds are
possible – see section on Consumer Rights.
Data Protection
We are committed to protecting your privacy. We will only use the information that we
collect about you lawfully (in accordance with the data protection act 1998).
We confirm that we will not pass on any of your information to any other company.
Unforeseen circumstances
While we aim to ensure that all prices, pictorial and textual specifications are correct,
errors may occur. If an error is discovered, it will be rectified at the earliest opportunity.
Complaints
If you have a complaint regarding a product arriving in a damaged condition please
contact us within seven days of delivery – for details of how to contact us go to
‘Contact Us’ page on the website. Complaints will be acknowledged within two
working days.
Any other complaints regarding defects in quality or condition of the product must be
notified to us within seven days of the defect being found.
All refunds are at our discretion and subject to the product being used correctly and
according to manufacturers recommendations.
Our liability shall in all cases be limited to the total value of the defective product only.
Consumer Rights
Distance Selling Regulations state that you have the right to cancel your order within
seven working days of delivery. A full refund of your order will be subject to the return
of the product at your cost. Product must be received by us in good condition,
unopened, undamaged and in all the original packaging.
To cancel your order you must contact the order line within seven days of delivery,
quoting your order number. A cancellation reference number will be issued. Product
must be returned within fourteen days of the return reference number being issued.
Items returned without a valid return reference number will be returned to you at your
expense.
Your statutory rights are unaffected by these terms and conditions.
These terms and conditions shall be governed by and construed in accordance with
English Law and you hereby agree to be subject to the jurisdiction of the Courts of
England.
We may change these terms and conditions from time to time without notification. Any
changes will only apply to future orders.
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