Consumer batteries manufacturer VARTA is launching an assault on the £44 million UK portable light devices market with a completely revamped product offering of modern and easy-to-use torches and lanterns.

The manufacturer has taken the decision to re-launch in the category after comprehensive research with consumers and retailers throughout Europe identified a clear gap in the market.

Anthony Sewart, Sales Director at VARTA Consumer Batteries UK, explains: “We all know that there is room for improvement with the battery fixture in store but our research highlights a similar situation for torches. Complicated fixtures, poor product messaging and uninformed retailers are leading to a confused consumer.”

He continues: “In the last ten years we have seen the introduction of torches with greater power and beam range due to technological developments including LED clusters, smaller batteries and rechargeables. However, the physical presence on shelf has not developed at a pace to match the technology. In fact, the torch segment is perceived to be dominated by too many products which are not clearly differentiated, with bulky packaging and a lack of useful information.

“Purchasing decisions are made based on price and brand rather than ensuring the product bought is the right torch for the customer’s needs. As a result, we see customers that are largely unsatisfied and retailers unable to capitalise on repeat sales.”

In response, VARTA has launched a greatly simplified range of modern and easy-to-use torches and lanterns which benefit from superior LEDs and an extended three year warranty. The clear on-pack information and simple three-stage branding (‘Easy’, ‘Power’ and ‘Professional’) mean that retailers and consumers can quickly and easily identify which product will best fit their needs.

The ‘Easy’ range – identified by a yellow stripe on packaging and representing the entry level – features spotlights and palm lights, LED pen lights and day lights as well as LED camping lanterns, with prices from £2.99 to £8.99. The ‘Power’ range – featuring a blue stripe on the packaging – includes dynamo, swivel and rechargeable lights, as well as head lights and industrial beam lanterns, with prices from £9.99 to £16.99. Finally, the ‘Professional’ range – identified by a red stripe and targeted at professionals – features professional sports head lights and camping lanterns, as well as LED work lights and professional rechargeable lanterns, with prices from £17.99 to £32.99.

Sewart continues: “As a result of consumer feedback, all products now feature easy-to-understand icons on the packaging to indicate differentiating features – such as water resistance, shock proofing, red lens, clip and lanyard – as well as directly comparable characteristics like beam range, runtime and light output. This allows consumers to more easily compare VARTA torches with competitors’ products and identify which torch best fits their requirements.

“The packaging has also been redesigned. It now features a unique V-shaped blister pack using 50 per cent less polyethylene terephthalate (PET) and cardboard endorsed by the Forest Stewardship Council (FSC). As well as being more sustainable, this also allows retailers to stock more products on their shelves and maximise store space.”

Sewart concludes: “We hope our revamped range will shake up the torch market as it represents a real step forward for retailers in this category.”

Ends.

Notes to Editors

About VARTA

§         VARTA, part of Spectrum Brands, is a leading manufacturer of portable batteries, delivering consumer batteries that offer flexibility and independence. As one of the biggest manufacturers in Europe, VARTA holds the number one position in a number of major European markets.

For further company and product information, please visit www.varta-consumer.co.uk