1. The business mainly operates in the United Kingdom, with its core business being the sale of household water purification devices (such as reverse osmosis systems and countertop/under-sink filters) and compatible replacement filters. 2. Within Health / Medical, it is a vertical brand. Competitors include Aquasana, Brita, and Berkey. 3. The brand terms used on the official website are "Frizzlife" or "LinkDrop".