A staggering 8 out of 10 consumers prefer coffee made with BRITA filtered water.
In a blind taste test study conducted at Lavazza Coffee, London by independent insight specialists Mindlab International, participants were given two Lavazza coffee’s to taste, one made with BRITA filtered water and the other with tap water. The participants were asked to rate each drink on flavour and taste and were wired up to EDA (electrodermal activity) sensory tests, which measured their emotional responses to the different drinks.
Results showed that over 60% of consumers showed a greater emotional response when drinking coffee made with BRITA filtered water and coffee made with BRITA filtered water rated higher than coffee made with tap water in terms of ‘freshness and cleanliness’; how ‘enjoyable’; how ‘satisfying’ and how ‘tasty’ the drink was.
Anthony Spruce, sales director, BRITA Professional commented: “With water making up 98% of any black coffee, we know how important it is to get the quality of the water right to deliver great tasting coffee. So much time, money and effort is put into getting the beans and equipment right – it’s time that the same attention was paid to the water.
“The aim of the study was to determine whether people can tell the difference between hot drinks made with BRITA filtered water and tap water, so we’re delighted these results have backed up what we’ve known for a long time - BRITA filtered water is the vital ingredient in that perfect cup of coffee, we now have the results to back this up.”