Smarter Drop

Our mission is to make Newmarket the water saving capital of the UK!

Since 2017, Anglian Water’s Smarter Drop campaign has been working with people in Newmarket and its surrounding villages to help reduce their water use. The goal is to reduce consumption to reduce bills for customers while ensuring  we’re all doing everything we can to protect our environment for the future.

The Smarter Drop is part of a wider campaign called the Shop Window. This is a project that’s industry leading and is bringing the newest, most creative and forward thinking tools, processes and campaigns to Newmarket first. This is so we can build a small version of what our water company might look like in the future. If projects are successful in Newmarket, we will roll them out in other areas too. Essentially, people in Newmarket are helping us to build the water company of the future – we couldn’t do it without them!


The challenges we face


Here in the east we receive less annual rain fall per person than any other part in the UK. We’re the driest region, but we’re also one of the fastest growing too. Cambridge, Milton Keynes and Peterborough are three of the five fastest growing UK cities and they’re all based in the east. With more people moving here coupled with the lowest levels of rainfall, we need to be smarter about how we use our water so everyone can enjoy it for years to come.


Lots of what we’re doing is behind the scenes. We’re testing new technologies on pipes underground and on our water treatment and recycling centres which are often out of sight.


But there’s one big thing we need our customers to help us with, and that’s saving water. Over the past few years, we’ve been in the community, talking to people about how to save water. Not only can it reduce your bills, but it will help make Newmarket the water saving capital of the UK!