Procter & Gamble has launched a new flavouring concept for home-filtered water under the brand name Pur Flavor Options.

By inserting a flavour cartridge into a filter-jug or tap mounting and pushing a button, consumers can add fruit flavour to the filtered water, at their own desired concentration.

The flavourings contain no calories, sugars or dyes and come in three flavours: Raspberry, Strawberry and Peach. The jugs retail for US$29.99, while the Pur Flavor Options tap mountings have a suggested retail selling price of $49.99. The Pur Flavor Options flavour cartridges come in packs of two, retailing at $9.99.