Frequently Asked Questions

Not yet. We are in the research and development phase. This means we are designing, building, and testing prototypes. There is no release date at this stage. If you'd like to be notified when we have news, please join our waiting list.

Clay water filtration is a technique with thousands of years of historical use. In a modern context, safety depends on the specific clay composition, firing process, pore structure, and quality control in manufacturing. We are conducting material safety testing to ensure our filter meets applicable standards. We will not make safety claims until backed by laboratory data.

Our current testing programme is evaluating the filter's ability to reduce sediment, turbidity, certain heavy metals, and — subject to appropriate testing — microbiological contaminants. The exact removal capabilities will be published once validated through laboratory testing. Any statements before that point are testing targets, not confirmed performance claims.

The ability of a clay filter to remove bacteria depends on pore size, pore size distribution, and the absence of cracks or defects. In principle, a sufficiently fine-pored ceramic can physically strain bacteria from water. We are investigating this through controlled microbiological challenge testing. We will share results when available and will not claim bacterial removal until independently verified.

PFAS (per- and polyfluoroalkyl substances) are dissolved contaminants that generally require adsorption media like activated carbon or ion exchange resins for effective removal. Microplastics are particulate and may be removable through physical filtration depending on particle and pore size. At this stage, we have not conducted testing for either PFAS or microplastic removal. We are exploring these as areas of future investigation.

Flow rate depends on pore structure, filter wall thickness, surface area, and water head height. Our target is a rate that is practical for daily household use. Exact flow rates will be published once we have a stable prototype design and consistent test data. As a point of reference, traditional gravity-fed ceramic filters typically produce 1–3 litres per hour depending on size and design.

Clay filter elements can be cleaned by gently scrubbing the surface under running water using a soft brush or scouring pad. This removes the accumulated sediment layer (the 'filter cake') that builds up on the outer surface during use, restoring flow rate. No chemicals or special tools are needed. We are designing the filter to make cleaning straightforward.

Many people report that clay-filtered water tastes softer and cleaner than unfiltered tap water. Clay minerals can adsorb chlorine and some organic compounds that contribute to off-tastes and odours. That said, taste perception is subjective. We plan to conduct sensory panels as part of our research programme to better understand and quantify the taste impact.

Our filter element — the part that does the actual filtration — is made from natural clay and contains no plastics. For the housing vessel, we are evaluating material options and our ambition is to minimise or eliminate plastic where possible. We will be transparent about the final material choices when the product design is complete.

No. As a product in development, the filter has not yet undergone certification testing. We are mapping the applicable standards (including relevant BS EN and NSF/ANSI protocols) and building our testing programme with certification requirements in mind. Certification will be sought before any commercial launch.

We are in the early research and development phase. This includes: sourcing and characterising clays, prototyping filter elements, testing firing profiles, measuring flow rates, and planning our broader testing programme. We do not yet have a production-ready prototype. Development updates are shared through our newsletter and waiting list.

You can join by filling in the form on our homepage, or by emailing us at hello@hydratetheimagination.com. Joining the list means you'll receive occasional updates on our progress and early access when the product becomes available. We will never share your information with third parties.