Warren Buffett’s Duracell sues Energizer over battery life claims

Stock Market
© Reuters.  © Reuters.

By Jonathan Stempel

NEW YORK (Reuters) – Duracell, the battery unit of Warren Buffett’s Berkshire Hathaway Inc (N:), sued the maker of Energizer batteries on Tuesday, accusing it falsely advertising that its Energizer MAX batteries last up to 50% longer than other alkaline batteries.

The lawsuit follows Energizer Holdings Inc’s (N:) own lawsuit last Sept. 30 accusing Duracell of falsely advertising that its then-new “Optimum” batteries were more powerful and lasted longer than rival batteries.

Duracell filed counterclaims alleging false advertising in that case. It is now accusing Energizer of having “doubled down” by claiming on battery packages, on printed coupons and through in-store advertising that MAX batteries are “up to 50% longer lasting than basic alkaline in demanding devices.”

Energizer is attempting “to confuse and mislead consumers regarding the comparative benefits of Energizer’s MAX batteries relative to other alkaline batteries,” including Duracell’s Coppertop batteries, Duracell’s complaint said.

Lawyers for Energizer did not immediately respond to requests for comment.

Both lawsuits were filed in Manhattan federal court.

The companies have sought damages for false advertising under New York law and the federal Lanham Act, as well as halts to any improper advertising.

Duracell said it had a 45% share of the U.S. market for alkaline household batteries, while Energizer has a 26% share.

Berkshire bought Duracell, which has offices in Bethel, Connecticut, from Procter & Gamble Co (N:) in February 2016. Energizer is based in St. Louis.

The latest case is Duracell US Operations Inc v Energizer Brands LLC, U.S. District Court, Southern District of New York, No. 20-07318.

Disclaimer: Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. All CFDs (stocks, indexes, futures) and Forex prices are not provided by exchanges but rather by market makers, and so prices may not be accurate and may differ from the actual market price, meaning prices are indicative and not appropriate for trading purposes. Therefore Fusion Media doesn`t bear any responsibility for any trading losses you might incur as a result of using this data.

Fusion Media or anyone involved with Fusion Media will not accept any liability for loss or damage as a result of reliance on the information including data, quotes, charts and buy/sell signals contained within this website. Please be fully informed regarding the risks and costs associated with trading the financial markets, it is one of the riskiest investment forms possible.

Let’s block ads! (Why?)

Stock Market News

Leave a Reply

Your email address will not be published. Required fields are marked *