Starting in June 2025, Duracell is democratizing its highest-performing batteries by integrating its Power Boost Actives platform into its entire Duracell Plus range. In other words, what was previously a technological feat reserved for a few models is now becoming the standard basis for its alkaline batteries.
The announcement may seem insignificant, but it actually marks a major development in a market that has long remained static. Behind the name, Power Boost Actives, lies a decade of research, 24 patents filed, and more than 160,000 combinations tested to rethink the internal chemistry of a battery. Result: better channeled, more available energy, and above all, capable of adapting to the needs of each device, delivering more power or extended battery life as the case may be.
A concrete response to modern uses
Today, nearly 80% of batteries used power so-called “medium to high energy consumption” devices: electronic toys, connected remote controls, smart scales, outdoor sensors, and even security cameras. These objects, often equipped with motors, sounds, or lights, require much more than a simple standard battery from the 90s. And this is where Duracell intends to make the difference.
The Power Boost Actives technology allows batteries to better withstand consumption peaks while ensuring consistency over time. In concrete terms, a device powered by several batteries, which is the case for more than 90% of current devices, will see its performance optimized, since it will no longer be limited by the least efficient battery in the batch. The promise: fewer replacements, more efficiency, and greater ease of use for the end user.
Ambitious democratization
With this launch, Duracell is not only modernizing its product, it is redefining its standards. The battery is no longer a simple consumable that we buy by default, but an active element of the digital autonomy of the home. According to the shared figures, an average household today has 19 electronic devices, 44% of which display average to high energy consumption. This context forces brands to innovate to offer sustainable, powerful, and accessible solutions.
Available at €5.99 for a pack of 4 in AA or AAA formats, the new Duracell Plus promises 150% extra life compared to a standard battery. The more premium Optimum version remains available for the most demanding devices, with a performance announced at 200%. But the logic is clear: high performance is no longer reserved for a few products, it is becoming the new standard.
For Duracell, this transformation is just the beginning. The Power Boost Actives platform has been designed to evolve further. Its technological architecture paves the way for future optimizations in terms of power, eco-responsibility and compatibility with increasingly connected devices.
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