Duracell Simply AAA Batteries

Duracell is one of the world's leading manufacturers of high-performance alkaline batteries, specialty cells, and rechargeables. The brand traces its origins back to the 1920s in the United States, established through the collaboration of scientist Samuel Ruben and businessman Philip Rogers Mallory under the P.R. Mallory Company. The "Duracell" brand name was officially introduced in 1964 as a portmanteau of "durable cell".

For the European market, including Denmark, Duracell batteries are predominantly manufactured at Duracell's primary European facility in Aarschot, Belgium, although some components and special editions may be sourced globally.

Duracell underwent various corporate ownerships over the decades, notably being part of Gillette and later Procter & Gamble. Since 2016, Duracell has been owned by Berkshire Hathaway, the multinational conglomerate holding company led by Warren Buffett and headquartered in Omaha, Nebraska, United States.