Duracell Plus AAA Alkaline Batteries

Duracell is one of the world's most widely recognized battery manufacturers, best known for its iconic copper-and-black design and long-lasting performance. The brand traces its origins back to the 1920s in the United States, through a partnership between scientist Samuel Ruben and businessman Philip Rogers Mallory of P.R. Mallory & Co., which introduced the Duracell brand name in 1964.

Duracell batteries distributed across the United Kingdom and Europe are primarily manufactured at the company's major European manufacturing facility in Aarschot, Belgium, although Duracell also operates production plants in other countries, such as the United States and China.

Today, Duracell is ultimately owned by Berkshire Hathaway, the multinational conglomerate holding company led by Warren Buffett. Berkshire Hathaway acquired Duracell from Procter & Gamble in 2016, and the brand continues to operate as an independent business unit within the group.