Eveready Battery Company

Eveready Battery Company, Inc.

Company type	Subsidiary
Industry	Battery manufacturing
Predecessor	American Electrical Novelty and Manufacturing Company
Founded	1896 (1896)
Founder	Conrad Hubert
Headquarters	St. Louis, Missouri , United States
Area served	Worldwide
Products	Eveready and Energizer battery lines
Owner	Energizer Holdings
Parent	Energizer Holdings

Eveready Battery Company, Inc. is a U.S.-based producer of the Eveready and Energizer battery lines, owned by Energizer Holdings and headquartered in St. Louis, Missouri. Established in 1896 by Russian immigrant Conrad Hubert as the American Electrical Novelty and Manufacturing Company, it has grown into a multinational enterprise with manufacturing plants located in the United States, China, and other countries.

History

In 1899, the company secured a patent for the first tubular handheld flashlight, an invention by David Misell, which served as the cornerstone for its battery-operated product segment. The firm was renamed The American Ever Ready Company in 1905 and started selling flashlights and batteries under the Ever Ready brand. The British Ever Ready Electrical Company (BEREC) was founded in 1906 to handle exports and became autonomous in 1914. Early milestones included launching AA batteries in 1907 and AAA batteries in 1911.

By 1914, Eveready had become part of National Carbon Company while keeping Conrad Hubert as its president. The brand name was shortened to Eveready. In 1917, National Carbon merged with Union Carbide, creating Union Carbide and Carbon Company. Throughout the early 20th century, Eveready broadened its offerings to include diverse flashlights and battery types. Its international footprint grew with operations starting in South Africa in 1937 and Kenya in 1967; the latter was later renamed Eveready East Africa Limited.

A major breakthrough occurred in 1957 when Union Carbide employees Lewis Urry, Paul Marsal, and Karl Kordesch invented a durable alkaline battery utilizing zinc/manganese dioxide chemistry at their Cleveland facility. Despite this innovation, the company initially focused on zinc–carbon batteries, resulting in market share loss to competitors such as Duracell.

The alkaline battery underwent multiple branding changes before adopting the Energizer name in 1980. In 1986, Union Carbide divested its Battery Products Division to Ralston Purina for $1.4 billion; this division became Eveready Battery Company, Inc., a Ralston Purina subsidiary. Although holding between 58% and 60% of market share by 1987, competition from Duracell reduced it to about 40-45% by 1989.

Eveready pursued growth through acquisitions like Cofinea in France (1988), introduced its first lithium AA battery in 1992, and launched mercury-free batteries starting in 1990. In that same year, Eveready regained ownership of the British Ever Ready Electrical Company from Hanson Trust, reuniting its former subsidiary under one corporate umbrella.

By the late 1990s, Eveready's market share had dropped to approximately 30%, prompting Ralston Purina to spin off the battery division as Energizer Holdings in 2000. Eveready Battery Company remained a subsidiary within Energizer Holdings, concentrating on sustaining competitive advantages via innovation and global presence.

Facilities

The company’s initial manufacturing site was established during the 1890s near Edgewater Park in Cleveland, Ohio. This plant ceased operations in 1978 with complete closure by 1997; the property was sold in 1999 and redeveloped into the Battery Park residential community.

Eveready acquired its Fremont, Ohio factory through National Carbon Company in 1914. This site produced various batteries including hearing aid models and zinc-carbon cells before shutting down in 1998 due to declining demand for zinc-carbon products.

Additional plants were launched in Bennington, Vermont (1942) and St. Albans (1947). The St. Albans location closed its doors in 2013 while Bennington ended production in 2019 as operations were transferred to a newer facility located in Portage, Wisconsin.

In 1967, Union Carbide inaugurated an electrolytic manganese dioxide plant in Marietta, Ohio; portions were sold off in 1981 and a fire in 1987 led to an extended shutdown. Eveready opened a manufacturing site in Maryville, Missouri in 1971 that expanded over time but ultimately closed in 2013 due to decreased demand for disposable batteries.

Other facilities operated at locations including Asheboro, North Carolina, Marietta, Ohio, and Westlake, Ohio. Presently, most battery production has shifted to China alongside several international manufacturing centers supporting global supply chains.

Advertising

In the 1920s, the company took on sponsorship of the radio program The Eveready Hour.

Throughout World War II, the advertising slogan evolved to "Change your batteries, get a nickel!" as a means to encourage economic activity.

During the 1970s, actor Robert Conrad served as the spokesperson for Eveready Alkaline Power Cells, emphasizing battery reliability alongside his rugged persona.

The early 1980s introduced the tagline "Energized, for life!", highlighting the everyday practicality of Energizer batteries.

A memorable campaign in 1985 featured Mary Lou Retton with the catchphrase: "It's supercharged!"

In Australia during the late 1980s, an advertising series starred Mark 'Jacko' Jackson delivering the line "Energizer! It'll surprise you! Oi!".

Since 1988, television commercials have prominently included the famous Energizer Bunny. Inspired by the Duracell Bunny, this mascot initially appeared by interrupting competitors’ ads before directly challenging rival battery brand Supervolt. By 1991, the bunny was also featured in print advertisements. Outside of North America, the company employs an animated AA battery character named Mr. Energizer as its mascot.

The Eveready and Energizer trademarks are both licensed to auto parts retailer Pep Boys for their proprietary car batteries, thus expanding brand recognition within automotive sectors.

See also

• Eveready East Africa
• Eveready Industries India
• Battery holder
• Battery (vacuum tube)

External links

• Energizer Europe