Procter & Gamble is currently offering consumers four free cells with every four-pack of Duracell Plus and Duracell Ultra (AA and AAA variants). Point-of-sale material and signage is available to promote the offer and the brand is also backed by TV advertising. According to TNS data, Duracell Ultra added £1m of incremental sales to the battery category in the 12 weeks to December 28, 2008.

Duracell has a 54% value share of the alkaline market, making it the UK's number one alkaline battery brand.

rrp: Duracell Ultra AA

and AAA 4+4, £3.69; Duracell Plus AA & AAA

4+4, £2.99

tel: 0800 597 3388