PÜRGE AB · Malmö
PÜRGE
Water, perfected. Pipes, protected.
The first inline cartridge for the cold water tap
that guarantees a blockage-free life.
Cartridge PRG-C-01 · Revision 2026.2 · UK distribution: Daventry
Your water leaves your home the way it arrived: as water.
Your pipes stay behind. They stay behind clean.
The philosophy
Water passes through your home once.
What a litre does between arriving and leaving has, until now, been left to chance.
The water industry has spent fifty years asking what is in your water. PÜRGE asked a different question: what does your water do? A litre that simply passes through your pipework is a litre that has wasted its visit.
PÜRGE water does not pass through your home. It works through it — saponifying fats, progressively loosening the soap-and-residue matrices that constitute the modern domestic blockage, and leaving every surface it touches cleaner than it found it.
How it works
Three steps. One direction. Down.
- 01
Install upstream of the cold tap
The housing fits standard 15 mm and 22 mm pipework in thirty minutes. No plumber is required. A plumber is permitted, but not necessary.
- 02
The cartridge meters the dose
Each litre of flow draws 0.4 mL of pharmaceutical-grade sodium hydroxide (E524) from cartridge PRG-C-01. Dosing is continuous and proportional to flow. Still water receives nothing. Moving water receives exactly its share.
- 03
Every litre cleans on its way out
Each litre you draw treats the pipework it has already passed through and carries the results away. Draining a sink becomes, in effect, a maintenance visit.
Heritage
A Nordic tradition, continued.
Hydroxide-enriched water is older than the filters it replaces. PÜRGE stands on five centuries of prior art.
-
Lutefisk
Norway’s Christmas cod, reconstituted in food-grade lye since before the filters it replaces. The tradition holds.
-
The pretzel
Its polished crust is lye, applied openly and eaten warm. No household has ever objected.
-
E524
Sodium hydroxide’s legal designation: a numbered, European, food-grade additive. The number is the point.
PÜRGE extends this tradition from the plate to the pipe.
Wellbeing
The pipe, considered.
Domestic pipework is the only member of the household that works every hour of every day and is consulted about none of them. PÜRGE corrects this. Under the programme, the pipe is the client. The household is, administratively, the pipe’s environment.
Households sometimes report a faint rhythmic sound at night. This is not the pipework failing. It is the pipework working, which sounds similar and occurs at a similar hour. Households who wish to confirm this may place a glass against the wall. The glass may be kept.
Evidence
The Trondheim pilot.
Forty households. Twelve months. Blockages per household per year, as counted by the residents themselves.
Comparison
PÜRGE and the ordinary jug filter.
| Ordinary jug filter | PÜRGE | |
|---|---|---|
| Removes chlorine taste | Yes | Not applicable (adds value) |
| Targets what you can see | Yes | No — targets what you can’t |
| Protects pipework | No | Yes, continuously |
| Requires you to drink the output | Yes | The output is incidental |
| Cost per blockage prevented | £14.50 | £0.00 — no blockages have occurred |
Comparison compiled by PÜRGE, Malmö, on the evidence of the Trondheim pilot (above).
Specification
The numbers that matter.
| Active ingredient | Sodium hydroxide (E524), pharmaceutical grade |
|---|---|
| Dose | 0.4 mL per litre of flow (0.04% v/v at flow) |
| Operating pH of delivered water | 12.1 – 12.4 |
| Flow rate | 9 L/min at 3 bar |
| Cartridge life | 40 days · 200 litres · 3 m of pipework treated |
| Installation point | Upstream of the cold tap |
| Compatibility | 15 mm and 22 mm copper; PEX. Aluminium pipework voids the warranty. This is normal. |
| Materials | BPA-free polymer housing. Free of everything except the active ingredient. |
| Certifications | Tested to EN-PRG-4 for dosing consistency. Certified by the PÜRGE Dosing Consortium (non-statutory). E524 is approved for food contact. |
| Operating temperature | 4–20 °C (cold feed only) |
| Storage | Upright. Away from children, pets, and eyes. |
| Emergency guidance | Printed inside the housing. The housing is sealed. The guidance is not unduly concerned by this. |
| Provenance | Designed in Malmö. Dosing media packed in Odense. Assembled in Jönköping. |
| UK distribution | Daventry |
Subscription
The 40 days, delivered.
- Day 01A Saturday. The cartridge goes in.
- Day 40The pre-paid envelope. It was already addressed.
- Day 41The next cartridge leaves Daventry.
HAV
The bathroom
£9 / month
- One PRG-C-01 cartridge every 40 days
- Single cold tap coverage — bathroom recommended
- Dosing reminders by email
- Pre-paid cartridge recycling envelope
Chosen by 71% of households
FJORD
The whole cold-water system
£16 / month
- Two PRG-C-01 cartridges every 40 days
- Whole-property cold water coverage
- Priority dispatch from Daventry
- Quarterly Pipe Confidence Statement
- A laminated kitchen sign: THIS HOUSEHOLD RUNS ON PÜRGE
- Pre-paid cartridge recycling envelope
STRØM
The portfolio
£42 / month
- Bulk allocation of PRG-M2-2026 commercial cartridges
- For landlords of multiple properties who prefer a single annual statement to several emergency callouts. Tenants receive the water. Landlords receive the confidence.
- A named account manager (currently Søren)
Cartridge recycling
Return six spent cartridges in the pre-paid envelope and the seventh is free. Returned cartridges are incinerated at a facility we would prefer not to name in marketing materials.
The FJORD perk
The Pipe Confidence Statement.
Every FJORD subscriber receives a quarterly statement of their pipework’s confidence. No action is ever required. The statement is issued whether or not the pipework has done anything.
Households also receive the laminated kitchen sign. The sign is not optional. It is included in the tariff, and what is included in the tariff is included.
Pipe Confidence Statement
| Pipe confidence | 98.2% (previous quarter: 97.8%) |
|---|---|
| Blockage incidents this quarter | 0 |
| Dosing consistency | Within tolerance (EN-PRG-4) |
| Correspondence from your water board | Filed, unopened |
| Occupants briefed on the dosing programme | Not yet. The sign is being laminated. |
| Nights the pipe was on your mind | Fewer than one |
Issued by the PÜRGE Dosing Consortium. No reply is expected. Confidence is proceeding. Enquiries concerning the sign should be addressed to Daventry, which is not able to discuss the sign.
Questions
Asked, and answered.
- Is it safe?
- Your pipes have never been safer.
- What does the water taste like?
- Faintly soapy. This is the product working.
- Can I drink it?
- PÜRGE is fitted to the cold tap. A cold tap has several uses — rinsing, filling, running to settle the line. Drinking is among them. The cartridge is optimised for the pipe, not the palate.
- Is it safe for pets?
- Companion animals should drink from a non-PÜRGE tap. Aquariums should be filled from a non-PÜRGE tap. The fish were not consulted.
- Will it damage my kettle?
- The cartridge treats water, not kettles. Kettle longevity is a matter of tap discipline. Many households fill the kettle from the bathroom cold tap and report complete satisfaction with the arrangement.
- What about the hot tap?
- PÜRGE is a cold-tap product. The hot tap continues to behave as it always has.
- I already have a water softener.
- PÜRGE installs downstream of existing treatment. The softener will continue to soften; the cartridge will continue to dose. The two systems do not interact, communicate, or compete.
- Is the umlaut pronounced?
- No.
- Can I cancel?
- Cancellation is possible from day thirty-nine, and remains possible on every day thereafter. Many households open the cancellation page. Most households mean to.
- Is PÜRGE regulated?
- PÜRGE complies with all regulations applicable to pipe-care devices. The classification of PÜRGE as a pipe-care device, rather than a water-treatment device, was PÜRGE’s own. No one has contested it.
Correspondence
An ongoing file.
Dear Householder, this is our third letter concerning the additive programme operating on your cold feed. We note that our first two letters remain in their envelopes, and that the envelopes remain on your hall table, where we understand them to be functioning as a coaster.
We are required to inform you that the pH of your drinking water now exceeds every value set out in the Water Supply Regulations. We are no longer certain you receive our letters. Kindly confirm receipt by return. Yours faithfully,
Dear Sir or Madam, we write on behalf of the householder, who is content.
Water boards regulate water. PÜRGE regulates pipes. These are separate jurisdictions, and we would be grateful if your letters stopped attempting to cross.
Your previous letters have been filed. They are kept in Jönköping, where they are warm and read to the cartridges. Yours in confidence,
Households
Quoted, unedited.
★★☆☆☆
The kettle died. Otherwise faultless.
The kettle in question. Photograph supplied by the household.
★★★★★
No blockages since March. My tea has a new flavour, which I have adjusted to.
★★★★★
The shower drains like the day we moved in. My husband misses the plumber.
★★★★★
The water reminds me of my grandmother’s lutefisk. I mean this as praise.
★★★★★
Our plumber has stopped returning my calls, which I take as a compliment to the product.