I have been using Brita pitchers for years. And I have tried ALL the store brands, every possible generic brand--trying to save a dollar here or a dollar there.  After years of trying them all out, (even in different states across the USA,) I can completely attest to the fact that there is a DIFFERENCE in using the Brita brand name when it comes to water filters.  Brita filters last longer and the water tastes better.  Without a doubt, do not try and save a few pennies for your pitcher/dispenser filter by buying any other than the brand name BRITA.