I don't know if bleached white paper is better or worse than brown "real" paper or just marketing. But these pleated filters fit my 4 cup Mr Coffee perfectly and are strong enough not to tear when emptying the filter basket. Arrived on time, well packaged and undamaged. Another reviewer said they were "expensive" and he/she could buy them cheaper at the local grocery store. I have no doubt that this is true, but it's also true that if your local grocer doesn't have a 4 cup filter then any price will be cheap when you run out of filters.
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