FMCG talks to Panasonic product manager Kimm Wray about the latest battery developments.

Batteries are essential everyday items that help us operate our torches, cameras and radios – but they also have a remarkable history.

In 1748, Benjamin Franklin coined the term battery to describe an array of charged glass plates. The definition was later widened to include electrochemical cells or capacitors.

The Voltaic pile was a chemical battery developed by Alessandro Volta in 1800. Volta researched the effects which different metals produced when exposed to salt water. In 1801, Volta demonstrated the Voltaic cell to Napoleon Bonaparte (who later ennobled him for his discoveries).

The development of electrochemical cells was crucial to the scientific study and industrial applications of electricity, as they were the main source of electricity prior to the rise of electrical grids (around the end of the 19th century). Successive improvements in battery technology permitted the rise of major electrical advances, from early scientific study to the rise of telegraphs and portable electronics.

In 1859, Gaston Planté invented the lead-acid battery, the first ever battery that could be recharged by passing a reverse current through it. Up to this point, all existing batteries would be permanently drained when all their chemical reactions were spent.

Many battery experiments and developments have followed since, ultimately leading to the compact, premium products that consumers can now find at supermarkets at an affordable price.

Panasonic is one supplier constantly looking to push the boundaries in technology to deliver batteries with greater battery-life, consistent power and reliability.

FMCG talked to Panasonic product manager Kimm Wray to find out what’s new in this category.

“Panasonic continues to grow this category with a range of new products soon to be launched in the high end Evolta range. The growth of our premium range will include C, D and nine volt batteries to further offer the customer a complete battery range that is for all devices,” says Wray.

With respect to consumer trends in the battery category, Wray says: “With current climate changes and the earthquakes in both Christchurch and Japan we have seen a change in consumer trends toward the premium range of product. Consumers want peace of mind that the batteries they have purchased are going to work in all conditions when they need them. Panasonic Evolta has a range “For All Devices” and satisfies consumers’ peace of mind.”

Panasonic continues to invest heavily in this market sector with a view to increasing its offering to the consumer. In an effort to continue innovation and development Panasonic secured a 50.2% majority share in Sanyo, giving Panasonic new innovation to re-chargeable battery technology and access to new green technology to further develop its Eco ideas strategy, explains Wray.

Panasonic has recently launched a new 4 + 4 bonus pack in conjunction with Progressive Enterprises. The pack offers the consumer 50% off retail for either the AA or AAA sized Evolta product.

The current range in supermarkets includes:

• Panasonic Evolta

• Panasonic Alkaline

• Panasonic Extra Heavy Duty

• Panasonic Evolta Re-chargeable.