today unveiled the newest concept in its drive to improve the hydration experience for active people. The new CamelBak Groove™ is a portable filtration system in a CamelBak bottle with a contemporary design that’s easy to use and carry. CamelBak Groove gives consumers great tasting, freshly filtered water anywhere they go in the only reusable bottles designed and proven to help people stay better hydrated.
CamelBak designed Groove to keep people hydrated on-the-go without having to make compromises. It’s a convenient way to drink delicious, refreshing filtered water anywhere, helping consumers break free from home or office water filters and reduce the waste and expense of disposable plastic bottles. The filter is integrated into the straw, making CamelBak Groove more stable than top-heavy designs with filters in the cap.
Groove features the exclusive CamelBak Big Bite™ Valve, which is the only reusable bottle mouthpiece that is proven to help people stay better hydrated1. The valve’s unique design prevents spills, even when open, and enables a high flow rate for easy sipping – no squeezing or tipping required.
“Groove is the culmination of many CamelBak innovations. We know people want to use a reusable bottle to eliminate waste, but also want great tasting water anywhere they go. Groove was developed to meet both of these needs,” said Sally McCoy, CEO of CamelBak. “We’re not just about holding your water, but actually improving the taste and drinking experience, with the goal of ultimately eliminating the use of disposable plastic water bottles and keeping you better hydrated.”
CamelBak Groove improves the taste of water by reducing chlorine in potable tap water at levels far exceeding the NSF 42 standard, as confirmed by third-party tests. Chlorine is one of the most common chemicals added to tap water in treatment plants.
CamelBak Groove is replaceable filter is made of sustainable plant-based coconut carbon, which has more active sites for absorption. Because of CamelBak’s unique design and the material used, the Groove filter is good for two months, or 200 refills – helping to replace up to 250 disposable water bottles with each filter.
Plastic water bottle production for U.S. consumption requires 1.5 million barrels of oil per year. That much energy could power 250,000 homes or fuel 100,000 cars for a year, according to the U.S. Conference of Mayors. And National Geographic reports that only one in six plastic water bottles is recycled, leaving the rest to end up in the trash and landfills where they take thousands of years to decompose.
CamelBak Groove comes in a sleek, durable .6 liter bottles made of BPA-free Tritan plastic or stainless steel. Groove will be available starting in October at REI for a suggested retail price of $25 (Tritan) and $35 (stainless steel). Replacement filters are available for a suggested retail price of $10 for two filters and $25 for six.
A study conducted at Pepperdine University revealed that participants drank up to 24 percent more water with CamelBak reusable water bottles then with other reusable and disposable bottles.