Gillette Debuts Batteries for High-Tech Use

Gillette Co. on Wednesday unveiled Duracell Ultra alkaline batteries, designed to meet the power demands of high-tech electronic devices.

The AA- and AAA-size Duracell Ultra batteries will last 50% longer than ordinary alkaline batteries, Gillette said.

The Ultra, which will be shipped beginning in May, will be priced 20% higher than the current Duracell alkaline batteries. In the U.S., a Duracell Ultra AA four-pack will be priced at about $4.99.

The product launch will be supported by more than $60 million in advertising and promotion.

Duracell said high-tech devices are projected to account for 28% of all AA- and AAA-size battery consumption by 2002, up from 18% currently.

Shares of Boston-based Gillette rose $2.56 to close at $104.63 on the New York Stock Exchange.

“Duracell’s design strategy has been based on continually offering longer-lasting Duracell alkaline batteries for a broad base of general-purpose applications,” said Edward DeGraan, president of Duracell North Atlantic Group.