Energizer has taken steps to reduce the environmental impact of batteries - launching what it claims is the world’s first high-performance cells made with recycled batteries.
The supplier’s Energizer EcoAdvanced, rolling out this month, contains only 4% recycled material but Energizer plans to increase this to 40% within 10 years as production techniques improve.
The technology, in development for six years, was the first to successfully salvage cathode from alkaline batteries and process it to be used again without affecting the performance of the new battery, Energizer said. It added EcoAdvanced batteries also offered better leakage protection and held power for up to 12 years.
The product will come in white and green packaging and be supported by in-store activity and a £3m TV push from 20 July until the end of August.
Advertising would acknowledge the 4% level of recycled content, said senior international marketing director Martin Burch. “It’s not huge at the moment, but every journey starts with a small step,” he added. “We’ve tested it with consumers - in general it’s a positively received message.”
Energizer is using the launch to encourage retailers to take steps it believes can add value to the battery category, including offering a choice of brands at a primary location, and permanent secondary locations. Overall grocery market sales of batteries are down 0.4% to £226m, with Energizer up 1.6% to £48m [Nielsen 52 w/e 25 April 2015].
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