It's not unusual for people to ask us about Brita before upgrading to a Clearly Filtered pitcher…

After all, Brita was the original. It pioneered pitcher filtration, and today Brita is everywhere. But being first isn't the same as being best. And being everywhere isn't either: Look no further than McDonald's.

That said, you don't have to take our word for it… 

Every claim we make is backed by third-party testing, and all of our performance data is public. We compared both pitchers on the metrics that matter most: What each filter targets. What it doesn't. How much of each contaminant it actually removes, as well as cost

Here's what we discovered…

• Clearly Filtered's Filtered Water Pitcher targets up to 386+ contaminants. Brita’s Elite pitcher filter targets up to 30+. 
• Brita Elite filters primarily target dangers that affect taste and smell. Clearly Filtered’s pitcher filter targets up to 12x more dangers, including those you can’t taste or smell. 
• Brita Elite costs less per filter, but Clearly Filtered delivers far more protection per dollar.

Brita filters use ordinary carbon technology designed primarily to reduce chlorine. That’s because chlorine can affect water taste and smell…

But you can't taste or smell the most dangerous contaminants hiding in your water.

The kind linked to cancer, hormonal disruption, lasting harm to children, and more.

That’s why trusting carbon filtration to make your water completely safe is like relying on an air freshener to keep your car running. Sure, things smell better… but that doesn't mean the engine is in good shape.

Clearly Filtered's proprietary Affinity® Filtration Technology goes beyond taste and smell for your safety. The result is clean water that's both great-tasting and safe.

Wouldn't you prefer both?

12x more dangers = 1200% more protection.

The Brita Elite filter targets up to 30+ contaminants, while Clearly Filtered’s pitcher filter targets up to 386+.

That means Brita’s Elite filter catches just 8% of what Clearly Filtered’s pitcher filter does:

Here’s more on just a few of the dangers Clearly Filtered’s pitcher filter targets that Brita Elite does not: 

• Fluoride. A 2025 meta-analysis of 74 studies found a statistically significant association between higher fluoride exposure and lower IQ in children. That’s on top of other health risks like thyroid problems, bone damage, and dental fluorosis (the staining of tooth enamel). 
• PFAS. Linked to cancer, immune suppression, and developmental harm, an estimated 158 million Americans—a number larger than the combined populations of California, Texas, Florida, and New York—have been exposed to these “forever chemicals” in their tap water. 
• Arsenic. The heavy metal is classified by the WHO's cancer research agency as a Group 1 human carcinogen. That’s the same classification given to asbestos, tobacco, and plutonium. 
• Radiological contaminants like uranium, radium, and radon. According to an EWG analysis from 2010-2015, more than 170 million Americans were served drinking water that contained radioactive elements at levels that may increase cancer risk.
• Semi-volatile organic compounds (SVOCs) like phthalates, PCBs, and pesticide residues. Linked to hormone disruption, reproductive harm, and cancer, some were banned in the U.S. decades ago yet still show up in tap water today.

So the question isn't whether these contaminants have been found in tap water. It's whether your filter actually targets them.

Let’s talk about removal rates...

A filter that removes 99% of any contaminant leaves 100x more of that same contaminant behind than a filter that removes 99.99% of it. That's why even small differences in removal rates are such a big deal. 

For example, did you know that Brita’s Elite filter can leave up to 5x more chlorine in your water than Clearly Filtered's pitcher filter? 

That's because Brita Elite removes just 97.4% of chlorine, while Clearly Filtered removes up to 99.52%.

Put differently, superior removal rates = superior protection. 

While Brita's Elite filter targets some of the same contaminants Clearly Filtered does, our removal rates are often higher—meaning far more protection from the dangers both filters target. Chlorine is just one example. Here are a few others: 

Regardless of the Brita pitcher model you choose, Brita Elite filters cost less at the register. But remember: price is what you pay and value is what you get. And the better measure of value isn't what a filter costs; it's what your money actually protects you from.

Since Clearly Filtered’s pitcher protects you from 12x more contaminants than any pitcher using Brita’s Elite filters, you might expect Clearly Filtered to cost 12x more. That’s not the case… 

You actually pay less per contaminant with Clearly Filtered from day one: 

And the savings continue with every replacement filter, too.

If safety is your priority, Clearly Filtered is a better value. 

If the only thing that matters to you is price, Brita Elite wins…

So, is the extra protection Clearly Filtered provides worth it?

We’d say yes—and so does the data. Clearly Filtered's pitcher targets up to 12x more contaminants than Brita’s Elite pitcher filters, including fluoride, arsenic, and PFAS. When you compare removal rates, you’ll also see that Clearly Filtered gives you superior protection from many of the same contaminants that both pitcher filters target. Plus, Clearly Filtered’s pitcher is backed by a much wider scope of independent testing. 

Brita may have pioneered pitcher filtration. However, Clearly Filtered perfected it.

You shouldn't have to choose between great-tasting water and safe water. With Clearly Filtered, you don't have to…

Tap here to upgrade to the Clearly Filtered Filtered Water Pitcher, powered by our proprietary Affinity® Filtration Technology and trusted by hundreds of thousands of people across the country.

It’s the only pitcher on the planet proven to protect you from up to 386+ dangers, without removing the healthy minerals found in water.

Want to know exactly what's in your tap water? 

Simply enter your zipcode here to get a free report that reveals the specific contaminants in your local tap water supply, risks associated with each, and personalized recommendations to protect yourself and your loved ones from the dangers flowing from your tap.