In a significant shift toward sustainability, Duracell has replaced its traditional blister packs with paper-based battery packaging, aiming to reduce plastic waste and improve the shopping experience. The new packaging, which rolled out earlier this year at Walmart stores nationwide, marks a major innovation in the battery industry.
The redesigned packaging eliminates up to 100% of plastic compared to conventional blister packs and reduces secondary packaging materials, including corrugate. Walmart estimates that the transition will cut battery packaging waste by approximately 855,000 pounds annually, encompassing both plastic and corrugate reductions.
A standout feature of the new design is its easy-open and reclosable functionality, ensuring consumer convenience. While the front of the package no longer features a transparent plastic window, a back window allows product visibility.
Duracell conducted extensive research before implementing this change, drawing insights from European markets where paper-based battery packaging is already in use. In the U.S., the company undertook rigorous consumer testing, including qualitative studies, quantitative on-shelf evaluations, and pilot programs with multiple retailers. These real-world trials provided crucial insights to refine the packaging and ensure consumer acceptance.
"The battery category has been in a front-facing plastic blister since the 1960s," said Brandon Barr, General Manager of Retail Innovation at Duracell North America. "When deviating from such a long-established structure, it's essential to validate consumer response before making the transition."
This shift underscores Duracell’s commitment to sustainability while also streamlining in-store operations for retailers. The initiative aligns with broader industry trends as companies seek to balance sustainability with consumer convenience and operational efficiency.
With this bold move, Duracell sets a precedent in the battery industry, demonstrating that packaging innovation can drive both environmental and business benefits.
