soma filters designMany Americans have considered filtered water a necessity since the market-leading brand, Brita, introduced water filters to the U.S. in 1988. But San Francisco-based startup Soma is giving Brita a run for it’s money. The millennial-driven company has been on a mission to improve life for everyone who drinks water through sustainable filters and attractive, German-engineered glass carafes and pitchers. Now they’re rolling out a less expensive 10-cup Water Filter Pitcher for families at Target stores in the U.S.

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Soma’s first product, a well-designed carafe made of sustainable glass, may have been a bit more expensive than other pitchers at $49, but it still sold well online and in specialty stores like Williams and Sonoma. As a growing company, Soma naturally wanted to reach a wider market. Designed for greater water volume storage and convenience. Soma’s 10-cup Water Filter Pitcher is now retailing at Target stores for $39.99.

 soma filters designThe new product is crafted from the highest quality, sustainable materials to filter the cleanest drinking water for your whole family with a convenient design that’s 66% larger than the original Soma Carafe. The wooden handles were crafted in the U.S. from sustainably harvested white oak, and the pitcher itself is made of shatterproof, BPA-free plastic.

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 soma filters designThe filters are made of coconut shell carbon and plant-based casing, which makes for better tasting water. Each Soma filter lasts two months and is automatically replaced by a fresh filter ($9.99) that is delivered in the mail by a convenient subscription service, so you’ll never forget to replace your filters again.

 soma filters designPhotos via Marshall Troy/Soma; h/t Fast Company

Soma is attempting to change the way we hydrate by combining product design with cause. The company believes everyone deserves clean drinking water, and actively supports organizations dedicated to solving the global water crisis. Every time you buy filters, Soma donates to charity:water to support clean drinking water projects globally.

“In the millennial mindset, people purchase items that they feel are a reflection of themselves,” Mike Del Ponte, Soma’s founder and CEO, tells Fast Company. “When they think of their home or their wardrobe, they want to be able to say, ‘I purchased this because it reflects something about me, whether it is my attention to design or my belief in sustainability.’”

To purchase or read more about Soma’s beautiful, minimalistic water filter pitchers and carafes, visit their website or find their family-sized pitcher in your local Target store.

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