Duracell Misled Consumers About Battery Power, Suit Says

Law360, Chicago (April 12, 2012, 2:11 PM EDT) -- Duracell Inc. and parent company The Procter & Gamble Co. were zapped with a putative class action Tuesday in California alleging they ran a deceptive marketing scheme that misled consumers about the battery life of Duracell's Ultra Advanced and Ultra Power batteries.

Plaintiff James Collins alleges in federal court that he and other California consumers shelled out a premium price for the batteries that, despite the defendants' representations, have "no material difference" in battery life from Duracell's lower-priced batteries.

"As a result of defendants' deceptive marketing...
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Case Information

Case Title

Heindel v. The Gillette Company et al

Case Number



California Northern

Nature of Suit

Other Statutory Actions


Elizabeth D. Laporte

Date Filed

April 10, 2012


UK Financial Services

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