Dive Brief:

• As a continuation of its brand purge, Proctor & Gamble is ousting the Duracell brand.
• The battery brand raked in $2.2 billion in global sales, which makes it the biggest step P&G has made in the quest to release up to 100 of its current brands. 
• According to the CFO Jon Moeller, P&G plans to spin off the U.S. number one battery brand as its own company, but is open to the idea of an acquisition if the deal is right. 

Dive Insight: 

Although Duracell is the number one U.S. battery brand, the disposable battery market is dwindling as more and more centralized gadgets utilize rechargeable batteries. For that reason, it might be smart for P&G to divest Duracell now before it becomes a burden. Between the purge of brands and the marketing restructure, P&G may emerge on the other side of this overall as an unrecognizable company.