Energizer aims to simplify battery buying for consumers by using clear performance-related messages to make the category much easier to understand.

New packs show icons to indicate which device the battery is best for. For example, Energizer Ultra+ packs display icons of clocks and torches while Ultimate Lithium features gaming controls and cameras. In addition, the packs will highlight performance such as ’lasts up to eight times longer in digital cameras’. There are also new colour schemes to aid consumers.

The changes are backed by a multi-million pound communications campaign.

01494 533300