The EcoAdvanced batteries are important "because it really is the world's first battery made with recycled batteries," Michelle Atkinson, Energizer's chief marketing officer, said on Tuesday.
Seven years ago, when the company decided to use recycled batteries, there was very little economic value for the used batteries. Most were used in material to make roads. But Energizer focused on making use of the old batteries to make longer-lasting batteries, Atkinson explained.
Now, 4% of the new EcoAdvanced AA batteries are composed of recycled batteries, and according to Atkinson, the company's goal is to boost that amount to 40%.
While the batteries are designed to be longer lasting, she says the company isn't worried about seeing lower sales just because consumers will be able to use the batteries for longer.
Instead, consumers' devices continually demand more power as time goes on, meaning consumers will demand longer lasting batteries.
"We stand alone in innovation," Atkinson said, noting that the company was the first to take mercury out of batteries, invented the first dry-cell battery and created the Ultimate Lithium battery, the last of which is now the world's longest lasting AA battery.
-- Written by Bret Kenwell