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Trade-up aim behind battery relaunch

Leahy Brand Design has redesigned the packaging for the Energizer alkaline battery, adding a new premium sub-brand – Ultimate – in the process.

The three sub-brands – Classic, Ultra+ and Ultimate – began appearing in UK stores last month.

A key goal of the new sub-brand’s introduction and the packaging revamp was to encourage consumers to “trade up” to a battery designed for high performance devices.

The latest Ultra+ and Ultimate packs feature full colour device icons to help consumers choose “the right battery for the job”, a clearer indication of battery size and a new colour scheme.

The Ultimate AA and AAA battery packs use a trapped blister to provide clearer visibility, emphasise quality, and provide a larger print area.