Energizer Debuts '1st' AAA Lithium Battery

ST. LOUIS— Energizer is unveiling what it calls the "world's first" AAA lithium battery. Sold as the e2 Lithium AAA, the unit is being added to the company's line of 1.5-volt cells for high-tech compact devices such as digital cameras, electronic games, PDAs and audio players.

Energizer also announced performance improvements to its AA lithium line, which now is said to last seven times longer in digital cameras, compared with ordinary alkaline cells. The AA lithium takes up to 528 pictures vs. 70 with standard alkaline, said Energizer. Availability is August at an average retail of $9.99.

Energizer said the new lithium AAA cells, which last up to five times longer in digital cameras, compared with alkaline cells, are "now the world's longest-lasting AAA batteries in high-tech devices," and that can "mean 160 more hours of paging messages or 400 more flashes." These batteries will be available in the fall, and will be priced accordingly to the AA.

A new retail merchandising unit from Energizer, the EnergiZone, is designed to help shoppers find the batteries they need to power their consumer electronics hardware, carrying information about each brand to help in making a selection. This floor display will house the complete portfolio of Energizer Performance Brands, and include an image of the Energizer Bunny. The merchandiser program also includes a sidekick option.