NEW YORK (Reuters) – Duracell, the battery unit of Warren Buffett’s Berkshire Hathaway Inc (N:BRKa), sued the maker of Energizer batteries on Tuesday, accusing it falsely advertising that its Energizer MAX batteries last up to 50% longer than other alkaline batteries.

The lawsuit follows Energizer Holdings Inc’s (N:ENR) own lawsuit last Sept. 30 accusing Duracell of falsely advertising that its then-new “Optimum” batteries were more powerful and lasted longer than rival batteries.

Duracell filed counterclaims alleging false advertising in that case. It is now accusing Energizer of having “doubled down” by claiming on battery packages, on printed coupons and through in-store advertising that MAX batteries are “up to 50% longer lasting than basic alkaline in demanding devices.”

Energizer is attempting “to confuse and mislead consumers regarding the comparative benefits of Energizer’s MAX batteries relative to other alkaline batteries,” including Duracell’s Coppertop batteries, Duracell’s complaint said.

The companies have sought damages for false advertising under New York law and the federal Lanham Act, as well as halts to any improper advertising.

Duracell said it had a 45% share of the U.S. market for alkaline household batteries, while Energizer has a 26% share.

Berkshire bought Duracell, which has offices in Bethel, Connecticut, from Procter & Gamble Co (N:PG) in February 2016. Energizer is based in St. Louis.

The latest case is Duracell US Operations Inc v Energizer Brands LLC, U.S. District Court, Southern District of New York, No. 20-07318.

By Sam Nussey TOKYO (Reuters) – SoftBank Group Corp shares fell 5% in early trading on Wednesday as investors worried about the Japanese conglomerate’s exposure to U.S. tech…

(Reuters) – Defense contractor Northrop Grumman Corp (NYSE:NOC) said on Tuesday it was awarded a $13.3 billion contract by the U.S. Air Force to modernize the country’s…

By Subrat Patnaik (Reuters) – Tesla (NASDAQ:TSLA) Inc shed about $80 billion of its market value on Tuesday, an amount that overshadows the combined value of General Motors Co…

We encourage you to use comments to engage with users, share your perspective and ask questions of authors and each other. However, in order to maintain the high level of discourse we’ve all come to value and expect, please keep the following criteria in mind: 

Perpetrators of spam or abuse will be deleted from the site and prohibited from future registration at’s discretion.

By doing so, you and %USER_NAME% will not be able to see
any of each other’s’s posts.


Energizer, Duracell, Warren Buffett, Berkshire Hathaway, Electric battery

World news – CA – Warren Buffett’s Duracell sues Energizer over battery life claims

En s’appuyant sur ses expertises dans les domaines du digital, des technologies et des process , CSS Engineering vous accompagne dans vos chantiers de transformation les plus ambitieux et vous aide à faire émerger de nouvelles idées, de nouvelles offres, de nouveaux modes de collaboration, de nouvelles manières de produire et de vendre.

CSS Engineering s’implique dans les projets de chaque client comme si c’était les siens. Nous croyons qu’une société de conseil devrait être plus que d’un conseiller. Nous nous mettons à la place de nos clients, pour aligner nos incitations à leurs objectifs, et collaborer pour débloquer le plein potentiel de leur entreprise. Cela établit des relations profondes et agréables.

Nos services:

  1. Création des sites web professionnels
  2. Hébergement web haute performance et illimité
  3. Vente et installation des caméras de vidéo surveillance
  4. Vente et installation des système de sécurité et d’alarme
  5. E-Marketing

Toutes nos réalisations ici


Please enter your comment!
Please enter your name here