About Duracell
Duracell is the world's number one consumer battery company by market share, with origins tracing back to the 1920s through the partnership between scientist Samuel Ruben and manufacturer Philip Rogers Mallory at the P.R. Mallory Company. The 'Duracell' brand name—from "durable cell"—was introduced in 1964, though batteries also bore the Mallory name until 1980. In 1969, Duracell became the first battery on the moon as part of the Apollo 11 mission, and in 1971 introduced its iconic copper and black colours symbolising conductivity and power. The brand passed through several corporate owners: Dart Industries (1978), Kraft (1980), KKR (1988), Gillette, then Procter & Gamble (2005). In November 2014, Warren Buffett's Berkshire Hathaway announced plans to acquire Duracell from P&G, with the deal completing on 29 February 2016 in an all-stock transaction worth approximately $4.7 billion. Buffett remarked he had "always been impressed by Duracell, as a consumer and as a long-term investor." The UK product range includes Duracell Plus (everyday alkaline batteries), Duracell Ultra (high-performance for demanding devices), and the premium Duracell Optimum featuring Power Boost technology—delivering up to 200% extra life or extra power in select devices through an advanced cathode system. Available sizes span AA, AAA, C, D, 9V, and various specialty cells for hearing aids, watches, key fobs and medical devices. Rechargeable NiMH batteries offer an eco-friendly alternative. Compare Duracell prices across Tesco, Sainsbury's, Asda and other UK supermarkets with Grocefully.














