PUR Water Unveils "Ultimate" Pitcher Series Featuring Maxion™ Filtration Technology As Part Of New Brand Identity Launch

SOUTHBOROUGH, Mass., Nov. 4, 2014 /PRNewswire/ -- PUR Water Filtration, from the Kaz division of Helen of Troy Limited (NASDAQ, NM: HELE), is announcing a new family of pitchers: the PUR Ultimate series with MAXION^™ Technology. The new line-up hits shelves at retailers nationwide this month and features new PUR packaging design, a new PUR logo and three new pitcher models. PUR products also include MAXION™ Filter Technology, PUR's highly specialized formula of blended carbon and ion exchange materials for maximum water contaminant removal. PUR pitchers with MAXION™ Technology are certified to reduce two-times (2x) more types of drinking water contaminants than Brita pitchers.¹

The PUR Ultimate series is comprised of three new pitcher models: the 7-Cup, 7-Cup with LED Indicator, and 11-Cup with LED Indicator. PUR Ultimate pitchers have a sleek, modern design as well as innovative upgrades from PUR's Classic pitcher line including: a covered pour spout, easy fill lid, comfort grip handle, improved filter fit mounting system, and an optimized filter life indicator on select models. PUR's new Ultimate pitchers are also BPA free. All of these changes come on the heels of PUR releasing a new marketing campaign in August featuring the category's first ever real-life character, Arthur Tweedie, an eccentric "water-critic."

"This is an exciting time for PUR – we're completely changing the brand's identity from top to bottom and our new campaign with Arthur Tweedie is setting us apart from our competitors," said Brian Carboni, Marketing Director at Kaz USA, Inc. "The new Ultimate Pitchers and product packaging, combined with MAXION^™ Technology, show our resolve and commitment to the ongoing development of cutting edge products with superior contaminant removal."

PUR's MAXION^™ Technology in the new line of pitchers is hitting retail shelves at an important time when U.S. water quality issues have been making news headlines in recent months. Drinking water takes a long journey when it leaves local treatment facilities and it often is not as clean once it gets to home faucets. In fact, the United States has more than five million lead pipes still in use that can be more than one hundred years old; a central cause of water main breaks.² As water travels through this aging infrastructure to your home, it can pick-up a number of unwanted contaminants. PUR's industry leading filters reduce contaminants that may be found in drinking water; for example PUR's faucet mount filters reduce over sixty contaminants, including heavy metals, agricultural pesticides, industrial pollutants, pharmaceuticals³ and chlorine taste and odor, leaving you with clean and fresh tasting water.

PUR also recently revamped its website, giving it a modern aesthetic while keeping user-interface easy to navigate. For more information about PUR Water Filtration or PUR's water purification technology, visit PURwater.com or Facebook.com/PUR.

PUR's new Ultimate Pitchers will be available at select retailers this month starting at the Manufacturer's Suggested Retail Price of $16.99.  

About PUR:
Marketed by the Kaz division of Helen of Troy Limited, PUR is a leading brand in the at home water filtration category for faucet water filters, water pitchers and dispensers, replacement filters, and refrigerator filters. PUR was the first leading brand to claim reduction of trace levels of pharmaceuticals identified in U.S. tap water. PUR products reduce up to 60 contaminants to provide clean drinking water at a reasonable cost of only $0.01 for an 8-oz glass, while leaving behind essential fluoride which is important for developing and maintaining healthy teeth in children and adults.

About Helen of Troy Limited:
Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including: Housewares: OXO®, Good Grips®, Soft Works®, OXO tot® and OXO Steel®; Healthcare/Home Environment: Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Stinger®, Duracraft® and SoftHeat®; and Personal Care: Revlon®, Vidal Sassoon®, Dr. Scholl's®, Pro Beauty Tools®, Sure®, Pert®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Karina®, Ogilvie® and Gold 'N Hot®. The Nutritional Supplements segment was formed with the recent acquisition of Healthy Directions, a U.S. market leader in premium doctor-branded vitamins, minerals and supplements, as well as other health products sold directly to consumers. The Honeywell® trademark is used under license from Honeywell International Inc. The Vicks®, Braun®, Febreze® and Vidal Sassoon® trademarks are used under license from The Procter & Gamble Company. The Revlon® trademark is used under license from Revlon Consumer Products Corporation. The Bed Head® trademark is used under license from Unilever PLC. The Dr. Scholl's® trademark is used under license from MSD Consumer Care, Inc.

For in-depth information about Helen of Troy, please visit www.hotus.com.

About Kaz:
Based in Southborough, Massachusetts, Kaz, a division of Helen of Troy, is a world leader in providing health care and home environment consumer solutions. Product categories include vaporizers, humidifiers, digital, infrared and non-invasive thermometers, blood pressure monitors, hot/cold health care therapy, air purifiers, seasonal humidifiers, heaters, fans, and dehumidifiers, and lawn and garden products. Kaz products are sold in the United States and throughout the world.

1. Valid as of 1/2/14. Based on comparison of PUR pitcher filter Model CRF-950Z vs. Brita pitcher filter Model OB03.
2. Rutgers University "Aging Pipe Infrastructure" https://rucore.libraries.rutgers.edu/rutgers-lib/41215/PDF/1/
3. PUR pharmaceutical filtration claims based on manufacturer testing of faucet mounts and pitchers on 12 pharmaceuticals, which may not be present in all users' water.

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SOURCE PUR

Related Links

http://www.PURwater.com