Duracell re-launches rechargeable range

Using a new generation of Duracell technology, Duracell Active Charge cells not only come pre-charged for use straight out of the pack like traditional cells, but can also be fully recharged for energy efficient, long-lasting power.

The Active Charge cells stay charged for longer - holding up to 75% of power for up to a year when not in use, and need recharging less.

The Duracell Pocket Charger provides power to many well known devices and has one charger to meet your mobile phone needs.

The Pocket Charger has one cable for iPods, one cable for Blackberry devices and one cable for all mobile phones with a mini USB power port. It charges two rechargeable batteries at one time, fitting both AA and AAA cells.

The Duracell Instant Charger is a high capacity lithium battery that can be recharged hundreds of times through any standard laptop or USB outlet. The instant charger is sleek, compact extremely lightweight making it ideal for those requiring their power in a highly portable format.

Paul Lettice, Trade Communications Manager at P&G comments: “Duracell is the UK's No.1 Alkaline battery brand and remains at the forefront of technological innovation within the market. The rechargeable market is currently worth £51.4 million in retail value, which is twice the size of the zinc carbon battery market, and is therefore a key area for growth in the category overall.

“The latest Duracell innovations are a great opportunity for retailers to profit from this growth as consumer demand for battery-operated products such as digital cameras and music devices is increasing year on year .We expect the re-launched range to help build awareness of the Duracell brand, offering consumers more reasons to choose Duracell whilst driving sales and boosting profits for retailers.”

The Duracell Pocket Charger, Instant Charger and Active Charge Cells will be available from the 1st August 2008.

The launch will be supported by a significant marketing campaign, including a national photo competition launched in association with Getty Images and professional photographer Huggy Ragnarrson.

For all retailer enquiries please call 0800 597 3388.