Varta cites competitor in re-launch


VARTA is relaunching its core range with a promise that its batteries last “as long as Duracell”.

From this month, says the firm, the range will feature improved technical specifications. And re-designed packaging is intended to attract consumers deciding between premium and value brands.
“Our product performance is market-leading and we are the number one or two brand in most European countries,” said Anthony Sewart, sales director at Varta Consumer Batteries UK.
“But we recognise that there are still some consumers here in the UK that have not yet heard of Varta.
“The ‘lasts as long as Duracell’ message really works at point of sale, giving an assurance of quality and value when consumers are faced with the choice between expensive premium brands and perceived low-quality own-label products.”
According to Varta, its research labs in Dischingen, Germany, have been hard at work finding ways to pack more energy into its batteries so the company can now claim ‘10 Years Power in Storage’ for alkaline and ‘15 Years Power in Storage’ for Lithium batteries.
Varta LongLife, High Energy and Max Tech batteries retail at between £2 and £5 for a pack of four.