As far as water filtration goes I think it's exactly the same as Brita/ZeroWater and I think it's very effective. However, I am disappointed with the design; Removing the lid is often a hassle as it's too tight to remove easily and I end up wrestling with it at least once a day. Brita has the advantage, with a small flip-up patch on the lid. I keep refilling this item and am almost ready to throw it away and order another Brita.