Energizer Increases Capacity of It's Hearing Aid Batteries up to 15 Percent

Breakthrough Energizer EZ Change' Drives Growth in Hearing Aid Battery Category

ST. LOUIS, MO - Demonstrating its ongoing commitment to bring innovation to the battery category and satisfy consumer needs, Energizer today announced that it is expanding the life of its hearing aid batteries by up to 15 percent. The capacity increase will be phased in all Energizer size 10, 13, 312 and 675 batteries in late summer of 2002.

The performance improvement follows Energizer's highly successful introduction of the Energizer EZ Change, the world's first and only hearing aid battery dispenser that eliminates the need to handle the hearing aid batteries. The patent-pending product allows hearing aid users to properly insert the batteries into their hearing aids quickly, easily and accurately every time without the hassle of tabs. The product also gives the audiologist the freedom to prescribe the proper hearing aid to patients, regardless of problems with dexterity.

Introduced in the fall of 2001, the Energizer EZ Change has propelled Energizer to the number one dollar share at retail. According to the latest AC Nielsen data for the most recent weeks, Energizer dollar sales increased 89 percent, almost five times the growth of any of its branded competitors.

"Energizer's goal is to be the one-stop source for innovative technology, products and services that meet the needs of audiologists and, most important, the hearing impaired community," said Ernie F. Petrus, Director of Sales and Marketing, Energizer Miniature Batteries, U.S. "From the Energizer EZ Change' to the capacity improvement across our battery line, we are always striving to deliver innovative solutions that drive our customers' business success to new heights and further enhance the quality of life for the hearing impaired."

According to Petrus, the Energizer EZ Change represents a new segment in the hearing aid battery category that has now grown to more than 50 percent of the total category. And, Energizer's innovative dispenser is fueling growth of the entire hearing aid battery category, with retailer dollar share up when they carry Energizer products predominantly.

With the launch of the Energizer EZ Change, Energizer was the first and only hearing aid battery manufacturer to advertise on television. A 30-second spot helped drive awareness of the Energizer EZ Change among over 90 percent of the consumer target. Marketing support also includes educational patient brochures, a training video available in audiologists' offices and a counter display.

"Many manufacturers only talk about the long life of their batteries - but what good is longer life if you can't get the battery into your hearing aid?" asked Petrus. "By increasing the capacity of the batteries in the Energizer EZ Change up to 15 percent, we're giving hearing aid users the best of all worlds - longer battery life and precise placement every time."

The Energizer EZ Change simplifies the process of replacing hearing aid batteries by allowing the user to insert a fresh battery directly from the dispenser into the hearing aid, without having to pick up or hold onto the battery. This eliminates the hassles and frustration many people experience when trying to change their hearing aid batteries.

Energizer is one of the world's largest manufacturers of primary batteries and flashlights and a global leader in the dynamic business of providing portable power.