Energizer has launched what it says is the world’s first AA and AAA batteries made using recycled batteries.
Energizer EcoAdvanced batteries are the product of some US $20m investment and seven years of research and development by Energizer scientists who devised ways of refining and transforming recycled battery material into an active ingredient that can be used again.
Energizer says EcoAdvanced also outperforms its existing alkaline battery range meaning it also reduces the amount of batteries consumers need. Energizer EcoAdvanced AA uses 4% recycled material while AAA uses 3.8%.
The launch, across all channels this month, will be supported by a television campaign and in-store executions from late July. “Industry experts long believed it was impossible to create a battery made with recycled batteries while maintaining performance,” said Martin Burch, Energizer’s senior director international marketing, adding that by 2025 the company was aiming to increase the amount of recycled battery material 10-fold.
Retailers are being left to set their own retail price for EcoAdvanced but Energizer expects them to sell at around the same price as other high performance batteries.