Who is Procell, and what is their world's first dual portfolio?

What is Procell ?

Procell is the professional brand from the Duracell Company. Procell is the world’s first dual portfolio of primary batteries for the professional end-user.

Established in 1924, it is fair to say that most people are aware of Duracell and their iconic “copper top” batteries, but I was intrigued when the company announced that they were changing their Industrial by Duracell range. Popular amongst industrial and professional users, Duracell decided to relaunch the Procell brand in Europe to replace Industrial by Duracell creating a global brand for the professional end-user.

Duracell filed to trademark Procell in 1989 and first registered in 1990 in the USA. The Procell brand was launched in Europe in September 2019, and those familiar with the brand would support it being synonymous with a professional, quality product.

But why the change? Duracell has used the re-introduction to help differentiate between the consumer copper top batteries and a more industrial / professional product offering, with batteries designed to cater for the professional market.

The Procell dual portfolio delivers the right battery for high drain (Procell Intense) and low drain (Procell) devices. Procell Intense lasting up to 30%* longer in high drain devices vs. Industrial by Duracell.

*vs. Prior Industrial by Duracell AA AAA and 9V

Performance of new 9V Procell Intense vs 9V Industrial by Duracell

Performance of new AA Procell Intense vs AA Industrial by Duracell

Suitable for volume usage, the Procell pack sizes range from 10 to 1200 batteries and will be ideal for professional applications and customers including government, public sector organisations, medical, TV & film, manufacturing, health & safety, and facilities management businesses. The products will also appeal to professional end-users and leading professional OEMs (Original Equipment Manufacturers), supporting AA, AAA, C, D, 9V battery sizes.

So why a dual portfolio and what are the two battery types?

Procell believes that batteries are not a ‘one size fits all' nor that users have the same performance requirements, and so developed two different battery types with two different performance patterns. Users can now select according to their application.

For general purpose applications, Procell features the product in graphite and white livery. These batteries are suitable for use in everyday applications, requiring consistent power output throughout the battery life. These will typically be mid / low drain devices. For example: remote controls, smoke detectors, CO detectors, and wireless keyboards. These devices are found through hospitality, office buildings and other professional work environments.

RS article numbers:

Procell AA 10 Pack : (192-4384)

Procell AA 638 Pack : (192-4390)

Procell AAA 10 Pack : (192-4385)

Procell 9V 10 Pack : (192-4388)

Procell D 10 Pack : (192-4387)

Procell C 10 Pack : (192-4386)

Procell 123a

The Intense range, in its striking graphite and red livery, is designed to deliver precise pulses of energy while lasting longer than Procell® General Purpose in high-drain devices. These devices might create motion or have motors. They will typically need a higher current and a battery with lower internal impedance so that it can withstand the higher currents without having a large voltage drop. For example: automatic hand sanitisers / dispensers, hands-free sinks, blood pressure kits and electronic door locks.

Launching soon will be the 3V Procell Lithium Coin cells available in 2016, 2025, and 2032 sizes. These will be ideal for medical devices and the increasing number of IoT devices.

The Procell batteries are now available globally, and with the dual portfolio of products will allow customers to specifically select a battery based on application and need.