Introducing Duracell® Plus Power with PowerBoost Actives
Duracell® is one of the most recognisable and in demand FMCG brands worldwide. Their iconic copper and black batteries are a trusted product for high performance and leading innovations within the industry.
Summer 2025 marks their latest product release: Duracell® Plus with PowerBoost Actives. Now available from Supreme PLC, this new range sets the standard of battery products for stockists and consumers.
The Duracell® Plus range is receiving a major upgrade – Duracell® Plus Power with PowerBoost Actives, delivering up to 150% Extra Life* thanks to a new, innovative formulation.
Not only is the performance getting a boost, but the packaging and cell design are also being refreshed. For the first time ever, Duracell® Plus with PowerBoost will be featured in Duracell®’s media and advertising campaigns, increasing visibility and demand.
What’s Changing:
- Duracell® Plus Power with PowerBoost will replace the current range on a like-for-like SKU basis.
- The existing Duracell® Plus Power +100% range will be discontinued, with last orders in June 2025.
- Other pack types and formats will transition in the following months.
Why This Matters:
- The new PowerBoost formulation provides enhanced performance, perfect for today’s increasing number of power-hungry high drain devices.
- A market-wide RRP adjustment will reflect the added value and media investment – driving higher shopper engagement and increased cash margin for your business.
- Full media support including TV, digital, and in-store activation will ensure strong consumer awareness and demand.
Evolving with technology: built for the future
A hundred years ago, zinc-carbon dry-cell portable batteries were the dominant technology. Mercury button cells brought greater portability (those used in the war), but zinc remained very popular. In the 1960s, alkaline technology emerged. Alkaline chemistry solved the short life of zinc batteries and soon became the major technology.
In the decades that followed, manufacturers refined their approach to developing alkaline batteries, with those who wished to optimise performance facing the same problem. That is the ultimate optimisation problem – a battery cell is a fixed size and therefore there’s a ceiling to performance potential with any chemistry.
Device requirements have and continue to evolve
Alike to batteries, devices over the years have evolved with more power-hungry devices coming to the market. Taking advantage of the more powerful batteries. This trend continues. The growth of devices smarter, more powerful devices, requires better performing and longer lasting batteries.
The Device landscape has changed dramatically. Devices launched ten years ago were concentrated around low-mid drain devices. Fast forward to 2020 and the device landscape had changed dramatically, with mid and high drain device penetration rocketing.
So, there were two factors at play preceding the launch of Duracell®’s new technology:
1. The performance ceiling of existing alkaline
2. The growing performance demands of the devices consumers are using
New Duracell® Proprietary Technology
Duracell’s new technology, PowerBoost Actives, provides devices higher energy. These New PowerBoost Actives include:
- Additives generate more energy, reflected in a higher running voltage
- High power is sustained for longer
- Better performance in some devices and longer-lasting power in others
- Better usage experience
After years of research, a unique and proprietary new technology was developed by Duracell®: Power Boost Actives – a 24-patent protected unique blend of Nickel and Lithium in its cathode.
- +10 years of development
- +160,000 different compounds tested
- Proprietary technology
- Protected with 24 patents
- A unique blend of Nickel and Lithium in the cathode gives Duracell® batteries a PowerBoost!
What does this new battery innovation mean for consumers?
This new technology powers Duracell®’s future and tomorrow’s devices. The introduction of our new technology into Optimum meant that we were able to upgrade Plus with the Ultra formula. The new technology provides the ability to keep increasing the power and longevity of our batteries for many years to come, which we will do to ensure that Duracell® batteries are always delivering the performance that consumers’ devices require.
New packaging – harmonised look across the range:
Duracell® PowerBoost key packaging changes include:
- Modernising copper hoops on the battery cell and pack
- PowerBoost Actives a leading claim to communicate what is different about the new Duracell® Plus Percentage claim 100% to 150% extra life*.
- Making Duracell® range look and feel more premium.
Duracell® Plus Power with PowerBoost – 8 Pack Special Offer Counter Display Unit
Duracell® Plus Power with PowerBoost – 8 Pack Special Offer Free Standing Display Unit
Information
*150% extra life on AA lines all other cell sizes remain at 100% extra life. Longevity performance in Digital Camera vs the Minimum Average Duration of the latest IEC AA high drain application test. Results may vary by device or usage pattern. (www.iec.ch)
