After a three year hiatus, Maxell Corporation of America has announced that they will re-enter the market with a full lineup of alkaline batteries.

For Maxell, this means a return to the company's roots. The trusted brand can trace its beginnings directly back to the battery industry. "Maxell" was derived from the words "maximum capacity dry cell" and batteries were the first products they introduced into the US market over forty years ago.

"We are very excited about the opportunities that our battery lineup brings to the market. said Armando Silva, Product Manager for Maxell's consumer battery category. "Our product assortment appeals to both consumers and retailers alike. Consumers will be attracted to the wide range of pack sizes designed to fit their lifestyle and budget, while retailers will be pleased with an assortment configured to enhance any planogram".

Maxell plans to begin shipping in April with a dynamic package design featuring a modern, hi-tech blue and white background graphic that supports the ubiquitous red Maxell logo.

Maxell alkaline batteries are designed for use in everyday devices and offer consumers a long lasting and dependable battery at an affordable price. "Consumers have come to recognize Maxell as a brand known for performance and quality and will appreciate these same attributes in Maxell's lineup of alkaline batteries" said Silva.

Maxell has plans to expand their battery offerings later this year, with the introduction of a complete line of environmentally friendly rechargeable batteries.