Frankfurt, 03/29/2005 – What do most people associate with a battery charger? “An ugly black box that takes up too much space.” It's high time someone did something to change this opinion. How about breaking with convention and developing a charger that outshines all previous chargers? A charger, for example, that is so small it almost disappears in your hand? Or a charger in the form of a cube? Market leader Varta has done just that. The result is seven new products which are simply amazing and will revolutionise the rechargeable market – not just in terms of design.

“The charger and rechargeable battery market is growing at an astonishing rate,” explains Matias Jennebach, General Manager Germany of VARTA Consumer Batteries. “In 2004 alone, total sales rose by 20 percent. This market offers enormous potential that needs to be tapped. Varta has surveyed a wide range of consumers in exhaustive market studies. Three types of consumers were identified – each with their own requirements, habits and expectations. Our challenge: To develop products which dispel their preconceived opinions and meet these target groups on their own ground.”

A Trio for Every Need

A challenge which Varta has clearly mastered in three product lines and a broad range of chargers and cells. In the Easy Energy, Power Play and Platinum product lines, consumers will find a tailor-made solution that meets their precise needs. Easy Energy is ideal for consumers who want a simple, safe and attractive charger with batteries at a reasonable price. The target group of the Power Play line demands more technical features. They want mobility, design and unlimited energy. The Platinum charger and IC3 batteries are designed to fulfil the most demanding requirements: This premium charger combines top performance in speed, power and intelligence with both style and outstanding looks.

Quality throughout the Entire Varta Line

Three product lines, one Varta world. All Varta chargers have three important characteristics in common. One: A unique design. Just like nature, which delivers the brilliant inspirations, all of the chargers share a bionic, organic form and shape. A premiere in the world of charger design. And a look that captivates. Two: Powerful performance. Functional requirements may vary but the demand for quality does not. Instead of dividing its product range into good, better and best, Varta delivers reliable quality from the very outset in its basic line. The batteries themselves play an important role here as well. All Varta cells use modern nickel metal hydride technology with no memory effect. Three: Simple use. Varta’s new chargers do their job practically all by themselves. They stand for safety that generates confidence. Three features that will arouse a whole new range of emotions for the first time ever: Fun and enjoyment with rechargeable energy.

The right charger for every consumer: With its targeted packaging and colour coding, Varta helps consumers to choose the right package with confidence. The Easy Energy chargers and cells are presented in yellow. The Power Play line is in green and Platinum in silver. Personalised choice and orientation instead of general uncertainty.

The new Varta world covers all price levels and ranges as well: From 10 to 100 Euro. Chargers and cells for different price ranges, for different target groups: The broad, clearly structured product line means that retailers can create personalised product combinations as required. With reliable support and recommendations from Varta Category Management. And that’s not all: Thanks to their unique features, Varta's new products offer extra value to customers, motivating sales and increasing turnover substantially.

Matias Jennebach adds: “Varta is not just the leader in rechargeable systems; it is a bold innovator as well. Our new world of chargers and rechargeable cells is proof. And it is the company’s concept for success that will continue to expand its leadership position.”

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