The story of DURACELL begins in the early 1920's with an inventive scientist named Samuel Ruben and an eager manufacturer of tungsten filament wire named Philip Rogers Mallory.
In the 1950's, Samuel Ruben went on to improve the alkaline manganese battery, making it more compact, durable, and longer lasting than anything before it. At about the same time, Eastman Kodak introduced cameras with a built-in flash unit that required more power than zinc carbon cells could provide. The cameras needed alkaline manganese cells but in a new size, the AAA. Mallory made them, and also licensed the technology to others because the company, at that time, had no consumer distribution.
The photographic demand for power put alkaline cells on the map and the DURACELL brand was introduced in 1964. Soon, the consumer market for DURACELL batteries rocketed and supplies had to be rationed in the 1970's as manufacturing capacity caught up.
Today, DURACELL is the world's leading producer of high-performance alkaline batteries. The tradition of innovation started by Ruben and Mallory is still evident in new DURACELL batteries such as DURACELL ULTRA with M3 Technology. DURACELL believes there is no limit to the potential of portable power and as a company we will always strive to find innovative and efficient ways to power your life in the future.