Duracell is expecting to shake up the battery category with its biggest innovation for 10 years - a technological reformulation bringing improved power and performance to its battery range.

Duracell Plus - its core line - has an "advanced longer life"; while Duracell Ultra - described as the longest lasting Duracell alkaline ever, whatever device you use it in - has been "significantly upgraded so that no other alkaline battery lasts longer". The upgrades are accompanied by a packaging makeover.

Duracell’s rechargeable portfolio has also been boosted with the launch of three products: Pocket Charger; Instant Charger and Active Charge Cells - all available this month.

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