Duracell Inc. is an American manufacturer of high-performance alkaline batteries, specialty cells, and rechargeables, and is a wholly-owned subsidiary of Berkshire Hathaway since 2016. The company is a global consumer icon known for its commitment to quality, reliability, and innovation.

Core Business:
Duracell is the world’s leading manufacturer and market leader in the consumer battery category. It produces a wide range of battery products, including “CopperTop” alkaline batteries, “Ultra” high-performance batteries, lithium coin cells with child-safe bitter coatings, and industrial “Procell” lines.

Ownership:
The company is a private entity under the permanent ownership of Berkshire Hathaway, which acquired it from Procter & Gamble (P&G) in a stock exchange deal in 2016.

Global Presence:
Duracell employs over 3,300 people globally, with manufacturing plants in the US (LaGrange, GA, and Cleveland, TN) and international plants in Belgium and China. The global headquarters is located in the USA, and the European head office is in Geneva, Switzerland.

Mission:
Duracell’s ambition is to be the undisputed #1 personal power company, focusing on sustainable growth, industry-leading innovation, and creating long-term value for customers and consumers.
History & Innovation

Founded through the partnership of scientist Samuel Ruben and businessman Philip Rogers Mallory in the early 1940s, the company has a rich history of innovation. Key milestones include:

1960s:
Duracell batteries were the first alkaline AA and AAA batteries and the first to land on the moon as part of the Apollo 11 mission.

1970s:
The brand introduced its iconic copper and black colors and the memorable “Duracell Bunny” advertising icon to symbolize longevity and strength.

Environmental Commitment:
In the 1990s, Duracell eliminated mercury from its alkaline battery formulations.

Modern Innovation:
Recent innovations include “POWER BOOST” ingredients in their batteries and a non-toxic bitter coating on lithium coin batteries designed to help discourage accidental ingestion by children.
Duracell is consistently recommended by the world’s largest device manufacturers for its high quality and reliable performance.