Duracell is launching its most powerful alkaline batteries to date as demand for high-drain battery-operated products such as digital cameras soars.

Owner P&G has improved the power of both its Duracell Plus and Ultra brands, both of which have been given new packaging highlighting the change.

The company is also launching three new charging products next month: a Pocket Charger, an Instant Charger and Active Charge Cells. The Pocket Charger has cables for iPods, Blackberry devices and mobile phones, enabling consumers to charge their equipment while on the move, while the Active Charge Cells are similar to traditional rechargeable batteries but can be used straight from the pack.

TV ads featuring the Duracell Bunny free-running around a city centre will break from 1 September to support the launches.