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 has a rich history of innovation through continuously developing batteries that are more compact, more powerful, more efficient, and longer lasting than competitor brands.