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The DURACELL company can be traced back to the 1920s when an inventive scientist named Samuel Ruben and a manufacturer, Philip Rogers Mallory worked together to develop innovative battery solutions. They formed the Mallory Battery Company in the 1940s. The DURACELL brand was created in the 1970s when the company demonstrated how the DURACELL battery lasted much longer than the common zinc-carbon battery of the day.

DURACELL today is a globally recognised brand providing a wide range of batteries and smart power solutions for all your on the go power needs. With undisputed brand leadership in both alkaline and rechargeables – DURACELL production technology ensures sustainable and environmentally friendly power solution. The DURACELL Bunny ensures high consumer recognition for this mainstream brand and DURACELL are committed to providing power solutions to meet the needs of the modern and future end users.

To meet the increasing desire for more sustainable power, DURACELL is committed to designing, manufacturing and distributing batteries that minimise the impact on the environment. This includes advancing technology on both our alkaline and rechargeable products. So whether the consumer chooses single-use or rechargeable batteries, they can be reassured of DURACELL environmental commitment in both categories.