LARQ, the Californian company behind a self-cleaning water bottle, has launched the "world's most innovative" pitcher that cleans water with ultraviolet light and has a plant-based filter. The LARQ Pitcher was designed to provide filtered tabletop water without the build-up of contaminants found in typical water pitchers. At the same time that it uses vegetable activated carbon as a filter material, it does not use plastic for covers that wrap the filter, reducing the amount of plastic by 75% compared to regular water purification filters. LARQ Pitcher purifies the water that has passed the filter once again using ultraviolet light, which is why LARQ prides itself on being "the most innovative water purification feature in the world."