Eveready Battery Company

Eveready Battery Company is an American battery manufacturer whose roots trace to Conrad Hubert's American Electrical Novelty and Manufacturing Company, founded in New York in 1896. Hubert originally marketed battery-powered novelty devices and portable electric lights. The business became closely associated with the early commercial development of the handheld flashlight after inventor David Misell assigned his flashlight patent to Hubert's company in 1899. Batteries and flashlights were sold under the Ever Ready trademark, helping establish the name in the rapidly expanding market for portable electrical products. The company was renamed The American Ever Ready Company in 1905 and introduced important dry-cell formats, including AA batteries in 1907 and AAA batteries in 1911. In 1914 it became part of National Carbon Company, with Hubert continuing as president. National Carbon later merged with Union Carbide and Carbon Company in 1917. Under these larger industrial owners, Eveready broadened its portfolio beyond household cells and flashlights to include radio batteries, lanterns, electric candles, lighted clocks, specialty lights, lighters, searchlights and other battery-powered devices. The Eveready trademark was shortened from “Ever Ready” to “Eveready” during this period. Eveready's history also includes substantial international expansion. A British export operation was established in 1906 as the British Ever Ready Electrical Company, which became independent in 1914 before returning to common ownership with Eveready in 1992. Operations and licensees were established in Africa and other regions, including South Africa and Kenya. The company consequently became a multinational battery producer rather than solely a United States household-goods business. A major technical turning point came in 1957, when Union Carbide researchers Lewis Urry, Paul Marsal and Karl Kordesch developed a practical long-lasting alkaline battery. The company did not initially market the technology as aggressively as competitors, continuing to emphasize zinc-carbon products for a time. This contributed to a loss of market share to Duracell. Eveready's alkaline products went through several names before being rebranded as Energizer on March 1, 1980. The Energizer name subsequently became the company's principal international battery brand, while Eveready remained an important brand and corporate identity in selected markets and product categories. In 1986, Union Carbide sold its Battery Products Division to Ralston Purina for $1.4 billion. The acquired division became Eveready Battery Company, Inc., a wholly owned Ralston subsidiary. Ralston later acquired the British Ever Ready Electrical Company in 1992 and pursued additional portfolio changes, including the sale of much of the rechargeable-battery business in the late 1990s. Ralston spun off the battery business in 2000; the new public company was named Energizer Holdings, Inc., while Eveready Battery Company, Inc. continued as a subsidiary. The company has manufactured batteries in the United States and China and has operated or maintained production facilities in several countries. Its historic United States facilities included plants in Cleveland, Fremont, Bennington, St. Albans, Maryville, Marietta, Asheboro and other locations. Several older plants closed as demand shifted away from zinc-carbon batteries and production was consolidated. In the modern market, Eveready Battery Company is best understood as part of the Energizer Holdings corporate structure, supporting battery manufacturing and brand operations associated with Eveready and Energizer. The broader business supplies disposable primary batteries, alkaline and lithium cells, specialty batteries and related portable-power products through international retail and commercial channels.

Eveready's origins lie in the late nineteenth-century growth of portable electrical technology. Conrad Hubert founded the American Electrical Novelty and Manufacturing Company in New York in 1896 to market battery-powered devices. The company's early success was tied to the handheld electric light. David Misell developed a tubular flashlight powered by D batteries and assigned the relevant invention to Hubert's company after the company obtained the associated United States patent in 1899. The flashlight and its cells were sold under the Ever Ready trademark. Hubert renamed the company The American Ever Ready Company in 1905. The business developed standardized dry-cell products as consumer electrical equipment became more widespread, introducing AA cells in 1907 and AAA cells in 1911. In 1914 National Carbon Company acquired the company. National Carbon's later combination with Union Carbide and Carbon Company in 1917 placed Eveready within a large industrial materials and chemicals group. During the first half of the twentieth century, the business sold a broad range of portable lighting products and batteries, including flashlight batteries, radio batteries, lanterns, lighted clocks, electric candles, specialty lights and lighters. It also used other product marks, including DAYLO and Layerbilt, for particular batteries and electrical products. International development proceeded alongside the United States business. The British Ever Ready Electrical Company was created in 1906 to handle exports and became independent in 1914. Eveready-related operations later spread to South Africa, Kenya and other international markets. In 1937 a South African operation was established in Port Elizabeth, while Union Carbide Kenya Limited was formed in 1967 to manufacture and market batteries in Africa. The Kenyan business later adopted Eveready-related corporate names. Battery chemistry became central to the company's competitive position after the development of alkaline technology. In 1957, Union Carbide researchers Lewis Urry, Paul Marsal and Karl Kordesch created a long-lasting alkaline battery. Although the invention had considerable commercial potential, the company initially continued to emphasize zinc-carbon batteries rather than aggressively shifting its marketing and production toward alkaline cells. Competitor Duracell gained share as a result. Eveready's alkaline products were successively called Eveready Alkaline Battery, Eveready Alkaline Energizer and Eveready Alkaline Power Cell. On March 1, 1980, the alkaline product was renamed Energizer, establishing the brand that would eventually become the group's principal global consumer battery label. Ownership changed significantly in the 1980s and 1990s. Union Carbide sold its Battery Products Division to Ralston Purina in 1986 for $1.4 billion. The division then operated as Eveready Battery Company, Inc. under Ralston. The business introduced lithium AA batteries during this period and began selling them in 1992; it also introduced a mercury-free battery in 1990. In 1988, Eveready's European unit acquired Cofinea, a French producer associated with Wonder and Mazda battery brands. In 1992, Eveready bought the British Ever Ready Electrical Company back from Hanson Trust, returning the former British affiliate to common ownership, although Hanson retained the South African division until its later sale to Duracell. The company faced increasingly intense competition in the household battery market. Its United States market share was reported to have fallen from approximately 58–60 percent at the end of 1987 to roughly 40–45 percent by 1989, and by December 1998 it was reported at about 30 percent compared with approximately 50 percent for Duracell. Ralston announced in 1999 that it would separate the Eveready business. The rechargeable battery division was also placed into a sale process, with Ralston retaining a minority interest after the transaction. In April 2000, Ralston completed the corporate spinoff. The resulting company was named Energizer Holdings, Inc., and Eveready Battery Company, Inc. remained a subsidiary. This structure linked the historic Eveready corporate entity with the Energizer brand and a wider international battery portfolio. Manufacturing has been adjusted repeatedly in response to product demand, technology and geographic cost structures. The original Cleveland-area plant closed in 1978, although operations at the broader site continued for years before final shutdown and redevelopment. The Fremont, Ohio plant, inherited through the National Carbon acquisition, produced several types of cells, including hearing-aid, aluminum-air, C and D zinc-carbon and large dry cells; it closed in 1998. Facilities opened in Bennington, Vermont, in 1942 and St. Albans, Vermont, in 1947. St. Albans closed in 2013, and the Bennington operation was scheduled for closure in the late 2010s, with production moving to Portage, Wisconsin. Other facilities in Missouri, Ohio, North Carolina and elsewhere were also closed, sold or consolidated. Current production is international, with a substantial portion of batteries made in China and additional facilities outside the United States.

1. 2000Energizer Holdings created through spinoff

   Ralston Purina completed the spinoff of the battery business. Energizer Holdings, Inc. became the parent company, with Eveready Battery Company continuing as a subsidiary.

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2. 1992British Ever Ready Electrical Company reacquired

   Eveready acquired its former British affiliate from Hanson Trust, bringing it back under common ownership.

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3. 1990Mercury-free battery introduced

   The company introduced a battery formulated without mercury.

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4. 1988Lithium AA battery announced

   Eveready announced its first lithium AA battery.

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5. 1986Battery Products Division sold to Ralston Purina

   Union Carbide sold its Battery Products Division to Ralston Purina for $1.4 billion; the division became Eveready Battery Company, Inc.

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6. 1980Alkaline product renamed Energizer

   Eveready's alkaline battery was rebadged as Energizer on March 1, establishing the modern Energizer product identity.

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7. 1957Alkaline battery developed

   Lewis Urry, Paul Marsal and Karl Kordesch developed a long-lasting alkaline battery while working for Union Carbide.

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8. 1917Union Carbide affiliation begins

   National Carbon merged with Union Carbide and Carbon Company, bringing Eveready into the Union Carbide corporate group.

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9. 1914Acquired by National Carbon Company

   The American Ever Ready Company became part of National Carbon Company.

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10. 1911AAA dry cell developed

    The company developed the AAA dry-cell format.

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11. 1907AA dry cell introduced

    Ever Ready introduced an AA dry-cell battery format.

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12. 1905Company renamed The American Ever Ready Company

    Conrad Hubert changed the company's name as the Ever Ready trademark became more prominent.

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13. 1899Flashlight patent assigned to the company

    The company obtained the patent associated with David Misell's tubular handheld electric light, which was powered by D batteries and marketed with Ever Ready products.

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14. 1896Predecessor company founded

    Conrad Hubert founded the American Electrical Novelty and Manufacturing Company in New York to market battery-powered devices.

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Mass-market portable power centered on dependable batteries for household, personal, lighting and specialty uses. Historically, Eveready combined battery cells with battery-powered lighting products; within the modern Energizer Holdings portfolio, the Eveready name coexists with Energizer, which serves as the group's principal global premium and performance-oriented battery brand.

• Eveready zinc-carbon batteriesPrimary batteries

  Zinc-carbon cells were a central part of Eveready's historic portfolio and were sold in common flashlight sizes as well as radio-battery formats. The company continued emphasizing this chemistry after alkaline technology became available, but declining demand eventually led to the closure or consolidation of several zinc-carbon production facilities.

• Eveready alkaline batteriesPrimary batteries1959

  Eveready's alkaline line developed from Union Carbide research in the 1950s. Before 1980 it appeared under several names, including Eveready Alkaline Battery and Eveready Alkaline Power Cell. On March 1, 1980, the product was renamed Energizer, making Energizer the principal identity for the company's alkaline technology.

• Energizer lithium AA batteryPrimary batteries1992

  The lithium AA battery represented Eveready's move into higher-performance primary cells. It was announced in 1988 and entered sale in December 1992, targeting applications requiring long storage life, lower weight or stronger performance than conventional zinc-carbon cells.

• Specialty batteriesSpecialty batteries

  The company has produced specialized cells for uses including hearing aids and other electronic equipment. Historic facilities also manufactured aluminum-air batteries and other nonstandard formats, illustrating the breadth of Eveready's battery engineering beyond ordinary flashlight cells.

• Eveready portable lightsPortable lighting1899

  Eveready's early business combined batteries with portable electric lights. Its historic range included tubular flashlights, pocket lights, fountain-pen flashlights, lanterns, electric candles, lighted clocks, cap and lapel lights, searchlights, pistol lights and gas or range lighters.

• 1988Energizer Bunny

  United States · Canada · International

  The Energizer Bunny became the company's best-known advertising mascot. Early commercials presented the bunny interrupting advertisements that appeared to promote other brands; later executions placed it against fictional or competitor-like alternatives. Outside the United States and Canada, the company has also used Mr. Energizer, an anthropomorphic AA battery.

  Outcome. Created one of the most recognizable long-running advertising symbols in the battery category.

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• 1985Mary Lou Retton “It's supercharged!” campaign

  United States

  Eveready used Olympic gymnast Mary Lou Retton in a campaign promoting its alkaline battery performance with the line “It's supercharged!”

  Outcome. Associated the product with athletic energy and performance.

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• 1977Robert Conrad Alkaline Power Cell campaign

  United States

  Actor Robert Conrad served as spokesperson for Eveready Alkaline Power Cells. Commercials used a physical endurance demonstration in which a battery was placed on his shoulder and viewers were challenged to knock it off.

  Outcome. Gave the alkaline product a memorable toughness-oriented advertising identity.

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• 1941Change your batteries, get a nickel!

  United States

  After the United States entered World War II, Eveready's advertising used a slogan encouraging consumers to change batteries while linking the activity with economic participation.

  Outcome. Connected battery replacement with wartime-era consumer messaging.

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• 1920The Eveready Hour

  United States

  Eveready sponsored The Eveready Hour, an early radio program that connected the battery name with mass entertainment and household technology.

  Outcome. Helped establish Eveready as a nationally recognized consumer brand.

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• 2000Battery business spun off as Energizer HoldingsM&A

  Ralston Purina announced in 1999 that it would separate the Eveready business after years of competitive pressure and portfolio restructuring.

  What changed. Ralston completed the spinoff in April 2000, creating Energizer Holdings, Inc.; Eveready Battery Company, Inc. remained a subsidiary.

  Aftermath. The battery operations became an independent corporate group while retaining Eveready as a subsidiary and brand-related entity.

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• 1992British Ever Ready Electrical Company acquiredM&A

  The British Ever Ready Electrical Company had operated independently after its formation as an export business and was owned by Hanson Trust.

  What changed. Eveready acquired the British company from Hanson Trust.

  Aftermath. The former British affiliate returned to common ownership with the American Eveready business, while the South African division remained with Hanson at that time.

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• 1986Battery Products Division acquired by Ralston PurinaM&A

  Union Carbide reorganized and divested its battery business.

  What changed. Ralston Purina acquired the Battery Products Division for $1.4 billion and operated it as Eveready Battery Company, Inc.

  Aftermath. Eveready became a wholly owned Ralston subsidiary and later the core operating business behind Energizer Holdings.

  Acquisition price. $1.4 billion (1986)

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• 1980Rebrand alkaline batteries as EnergizerStrategy

  Eveready's alkaline products had previously appeared under several Eveready names, while competition in alkaline batteries was intensifying.

  What changed. On March 1, 1980, the Eveready Alkaline Power Cell name was replaced by Energizer.

  Aftermath. Energizer became the principal global performance-battery brand associated with the company and later with Energizer Holdings.

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• 2019Eveready closes Bennington, Vermont facility and moves production

  The company announced the planned closure of its long-running Bennington facility, with production operations moving to a new plant in Portage, Wisconsin.

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• 2000Eveready Battery Company becomes a subsidiary of Energizer Holdings

  Ralston Purina completed the spinoff of its battery business, creating Energizer Holdings, Inc. Eveready Battery Company, Inc. continued as a subsidiary.

  M&A
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• 1988Eveready introduces its first lithium AA battery

  Eveready announced its first lithium AA battery, extending the company beyond conventional zinc-carbon and alkaline household cells.

  Product launchProduct generation
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1. Eveready Battery Company