Benross rebrands Polaroid batteries and puts focus on quality and durability

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New battery range

New battery range

Benross – one of the UK’s largest suppliers of homewares, electrical products and seasonal lighting – has rebranded its current Polaroid battery range.

The rebranded AA packs and AAA packs have an RRP of £2.99. This low price enables retailers to stock a quality, branded range that is level with the current market leader, at a more competitive cost.

The new packaging aims to position the brand alongside the current market leaders. A new free-standing display unit has also been introduced, to enable retailers to showcase the entire selection in one stand.

Amit Juneja, sales director at Benross, said: “Consumers’ purchasing behaviours have changed. Previously, low-value and short-use batteries were the popular choice. However, customers in the current market are now becoming more focused on quality and durability – which has seen an increase in the demand for alkaline-based batteries. These products have a longer shelf-life and a higher energy density than zinc heavy duty batteries.

“Price-point and value for money still remain key buying decisions for end-users, so on-pack promotions – are crucial for retailers to meet their customers’ needs.”

Polaroid is an iconic brand, recognised globally for its technical innovation and high quality products. The rebranded packaging further strengthens its market position and gives the range immediate shelf appeal. The new package design underlines the Polaroid message of quality, reliability and innovation. Benross holds the distribution rights for Polaroid batteries in Europe.