A battery is a battery isn't it? Not according to JCB who is just about to launch a range of JCB batteries in September.
The batteries, which Lee Crocker, PR man from the distributor Inspired Gifts and Toys, says is "on par with Duracell", will be available in September in a range of shapes and sizes to fit the gadget in your life.
That means rechargeable batteries in AAA, AA, a set of lithium options, and alkaline batteries in AAA, AA, C, and D cell sizes.
No word on pricing as yet.
And before you ask, no they aren't it seems, any tougher, nor do they come with a free digger in the box.
We will keep you posted.