Duracell Optimum AA Alkaline 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, emerging from a partnership between scientist Samuel Ruben and businessman Philip Rogers Mallory (founder of P.R. Mallory & Co.). The 'Duracell' brand name itself was officially introduced in 1964 as a contraction of 'durable cell'.

Over the decades, Duracell changed corporate hands multiple times, including acquisitions by Dart Industries, Kraft, Gillette, and Procter & Gamble. In 2016, Warren Buffett's multinational conglomerate holding company, Berkshire Hathaway, acquired Duracell, making it the ultimate owner today.

Duracell batteries sold in the United Kingdom and across Europe are predominantly manufactured at Duracell's major European manufacturing facility in Aarschot, Belgium, alongside other international facilities depending on the product line and supply chain distribution. In the UK, products are distributed locally through Duracell UK Ltd.