Duracell Gets Into Flash Memory

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Duracell is best known for having marketed its copper-top batteries for more than four decades, building a reputation for quality and reliability. Now, the company has decided to extend its brand into flash memory products, introducing a serious of products including USB drives along with SD, microSD, and Compactflash media. The company will lso offer media card readers, and market the products in a rance of grocery and pharmacy stores throughout the United States.

“When you think about it, flash memory is a great fit for Duracell since there’s a big consumer trust factor in saving family photos or key documents,” said Duracell VP and general manager Rick June, in a statement. “Memory is a complementary category that just makes sense for a digital camera user who’s already buying Duracell batteries to power the device.”

But Duracell hasn’t suddenly built its own flash manufacturing facility and designed its own products: instead, the company has entered into a partnership with existing memory product developer Dane-Elec, which already has distribution set up in the U.S. as well as Asia and much of Europe, and also markets the Meizu portable media player.

Duracell is a subsidiary of U.S. consumer goods giant Procter & Gamble.