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Duracell is the world’s number one consumer battery company by market share and the leading manufacturer of high performance alkaline batteries, speciality cells and rechargeables. Since the launch of the brand in 1965, it has grown to become a global consumer icon, known for its commitment to quality, reliability and innovation.
Duracell employs over 3,300 people around the world and has global regional headquarters in the USA, EIMEA, and Asia. On 1st March 2016, the company became a permanent part of the Berkshire Hathaway group.
 
Powering devices that are most relevant to consumers 
On average 63 Duracell products are sold every second around the world and more and more devices are being launched that require battery power. In the minds of consumers, the Duracell Bunny and the ‘Copper Top’ labelling are synonymous with batteries and we aim to build on this strength by responding to new areas of demand. Our ambition is to be the first choice when it comes to powering devices that are most relevant to consumers, and create long-term value and success for our partners.
 
Success through innovation 
Duracell has a rich history of innovation through continuously developing batteries that are more compact, more powerful, more efficient, and longer lasting than competitor brands. Since the 1940s when the roots of the original company were founded, Duracell has been responsible for many industry firsts, including the first alkaline AA and AAA batteries and the first hearing aid cell button. Duracell batteries were even first to land on the moon and powered the first Logitech wireless mouse making computer work much more convenient.
 
Duracell’s quest to innovate continues today with products like Duracell Ultra Power, which is our best and most powerful alkaline battery across all devices. Significant investment in R&D ensures that Duracell products remain the most trusted for everything from the latest high performance smart toy and video game consoles, to portable power technologies rapidly charging smartphones.
 
Ensuring quality and reducing environmental impact
Duracell Quality Assurance exceeds the requirement of the ISO 9000 standards, and specifies the highest quality of raw materials, rigorous testing and inspection of performance and energy usage. Every single Duracell battery is quality-checked before leaving the plant to ensure maximum performance. Duracell's superior alkaline batteries are free of any heavy metal.
 
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