While water filters solve problems by cutting plastic waste and removing nasties from our drinks, they add to environmental woes by sending 100 million cartridges to landfills every year. That’s enough to fill 50 jumbo jets, according to the makers of Phox V2, a new filtration system with a reusable cartridge. The world is ready for this solution to plastic pollution, judging from Phox’s Kickstarter campaign being fully funded in just 34 hours. The campaign, which ends Monday, April 29, rewards supporters with Phox jugs and bottles.

Paul McTaggart and Scott Dickson with the Phox V2

Young Glasgow-based entrepreneurs Scott Dickson and Paul McTaggart founded Phox in 2016. After 18 months of design work, their trials have paid off with the Kickstarter win. “Getting this support has been brilliant — it’s a real highlight for us,” Dickson told the Scotsman.

Related: Ovie’s ‘Smarterware’ smart food storage aims to help reduce food waste

Phox V2 filter in marine blue

The Phox V2 is a glass pitcher that fits in the fridge door. The top is made from recycled, food-safe, BPA-free plastic and the bottom has a rubber, non-slip base. The Phox V2 comes in carbon black, seal gray, arctic white or marine blue. The filter — the only part that needs to be changed out — is made with coconut shells fired to a high temperature to produce extremely absorbent activated carbon. This removes bad taste, odor and at least 90 percent of chlorine, copper, lead and mercury. There are two choices of filters: one cleans and softens water, the other also adds minerals for an alkaline pH.

water pitcher filters in brown packaging

Phox is conscientious about packaging and shipping, too. Manufacturing its products in England cuts air miles. “Seventy to 80 percent of the product is designed, manufactured, packaged and distributed within 50 miles of our Charing Cross base, so all of the money raised is going to go toward making sure we can manufacture the product here in the U.K.,” said Dickson. Other leading water filtration systems are produced in China.

person filling glass with water from white pitcher

Phox eschews plastic packaging. The team has designed filter replacement packages to be thin enough to fit through an average letterbox, so they can use regular mail and avoid repeated delivery attempts.

The first batch of Kickstarter-funded products are slated for August delivery. After that, Phox aims to supply brick-and-mortar retailers as well as pursuing online sales.

+ Phox

Images via Phox