Alkaline Battery

Duracell – Alkaline Batteries

Duracell is the world’s leading manufacturer and marketer of high-performance alkaline batteries. The Duracell Bunny has become iconic over the years with many identifying with its pitch for durability and strength.

However, the story of Duracell began almost 80 years ago when Samuel Ruben, one of the premier inventive scientists of his generation, joined forces with Philip Rogers Mallory, an eager manufacturer of tungsten filament wire. Uniting Ruben’s inventive genius with the company’s manufacturing muscle, their partnership, was the bedrock of Duracell International.

Samuel Ruben’s inventions revolutionized battery technology. Amidst World War II, P.R. Mallory manufactured millions of mercury cells for the war effort. Ruben devised the mercury cell, which packed more capacity in less space and was durable enough for the harsh climates of wartime theatres like North Africa and the South Pacific .The Mallory Battery Company was formed soon after.

In the 1950′s, Samuel Ruben went on to improve the alkaline manganese battery, making it more compact, durable, and longer lasting than anything before it. This was licensed in large numbers by Eastman Kodak, which had recently introduced cameras with a built-in flash unit that required more power than contemporary zinc-carbon cells and needed them in a new size. Ruben created the AAA, which were made by Mallory and licensed to others.

The photographic demand for power put alkaline cells on the map — and the DURACELL brand was introduced in 1964. Soon, the consumer market for DURACELL batteries rocketed and supplies had to be rationed in the 1970′s as manufacturing capacity caught up.

Today, as part of The Procter & Gamble, the company, headquartered in Bethel, Connecticut, USA, operates 6 battery-manufacturing facilities worldwide and sells its batteries primarily under the DURACELL® trademark. Duracell also markets primary lithium, silver oxide and zinc air batteries. The tradition of innovation started by Ruben and Mallory is still alive and kicking in new DURACELL batteries such as DURACELL ULTRA with M3 Technology® and others..

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