Brita's New Ultra Faucet Filter Offers Convenient Way To Improve the Quality of Home Tap Water; New Way to Tap Into Fresh and Delicious Water.

OAKLAND, Calif.--(BUSINESS WIRE)--Sept. 30, 1999--

Getting great tasting, fresh tap water is now even easier with the introduction of the new Ultra Faucet Filter from Brita, the nation's number one maker of water filtration products for the home.

Brita's new Ultra Faucet Filter uses improved filter technology to significantly reduce lead, Cryptosporidium, Giardia, atrazine, lindane, trichloroethylene, asbestos and sediment. It also removes 99 percent of chlorine and is the only after-tap filtration product to be certified to reduce hydrogen sulfide, the compound that produces the "rotten egg" odors present in some tap waters.

"There was a time when most of us didn't really worry about the quality of our tap water, but with each headline, we've grown more concerned," said Charlie Couric, the president of The Brita Products Company, which pioneered the development of pour-through water filtration pitchers. "Consumers know that with Brita, they're getting filtration they can trust -- a product that has been tested to meet the highest standards."

Brita's Ultra Faucet Filter is certified by NSF International, the nation's leading independent test lab for the certification of water filtration products, to remove: -0-

--   99.99 percent of Cryptosporidium and Giardia
--   99.9 percent of sediment
--   99 percent of lead and chlorine
--   99 percent trichloroethylene (solvent), lindane (pesticide) and
     asbestos
--   97 percent of hydrogen sulfide
--   92 percent atrazine

-0-

The Ultra Faucet Filter also has been tested and verified by NSF to remove 96 percent of benzene.

The Ultra Faucet Filter is designed to attach easily to existing faucets. No tools are needed. It features a compact, streamlined shape that takes up very little kitchen sink space along with a switch that allows an easy choice between filtered and unfiltered water. Research conducted by Brita shows the Ultra Faucet Filter's sleek, modern design is preferred by consumers over other faucet filters currently on the market.

The Ultra Faucet Filter will be in full national distribution by October. Each filter provides approximately 100 gallons of cleaner, clearer water at a fraction of the cost -- 18 cents a gallon -- of bottled water. The average retail price will be $39.99.

In a recent survey by HFN (Home Furnishings News), Brita was rated the number one home comfort brand in the United States.

The Ultra Faucet Filter continues the commitment by Brita, which created and continues to lead the home water filtration category, to develop the highest quality products based on consumer need and emerging water quality issues. The Brita Products Company is a subsidiary of the Clorox Company based in Oakland, California.