Hamilton Beach and Brita Sign New Marketing Agreement

Hamilton Beach Brands has signed an exclusive multiyear trademark licensing and product development agreement with Brita. Later this year, the companies will begin to launch a new line of easy-to-use countertop water appliances that help more people choose sustainable filtration hydration solutions at home. 

"Consumer concerns about wellness and sustainability, which accelerated during the pandemic, are driving strong demand for at-home water filtration products," says Scott Tidey, senior vice president, consumer sales and marketing, Hamilton Beach Brands. "Our agreement with Brita will expand our presence in the fast-growing, multibillion-dollar home health and wellness market. Our company has deep experience developing and sourcing high-quality small appliances that feature the latest in technological advances. This agreement is a win for consumers who want easy-to-use countertop water filtration products."  

"As the leader in at-home water filtration, we're excited to offer even more options for people who want cleaner, great-tasting water at home without adding to plastic-bottle waste,” says Lauren Kahn, senior director of marketing, Brita. “Unfortunately, 47% of households still turn to plastic water bottles for their primary water supply at home, which results in sending more plastic waste to landfills that will persist for generations to come. Our brand purpose is to make water better for people and the planet, and we are constantly seeking out innovative ways to make sustainable hydration at home and on-the-go an easy choice."