Many white filters are bleached white using chlorine because in it's natural state, a paper filter would be brownish. The Melitta coffee filters are 100% chlorine free.
i prefer it,because of their paper quality, when i started using coffee filters, i first bought the store's brand, but then, i gave Melitta's a try and since then on, i havent used any other.
I am not sure I agree that Melita is better than other coffee filters, I think that it is a personal choice as to which brand of filter that you use for coffee.
