These batteries boasted the highest/longest endurance in the The Gadget Show Battery Test.
The relevant article appears to have since expired but it was pasted into another forum here:http://tinyurl.com/627h5u
Kodak came out second *value* to Morrison's - but that was when they were priced at £2.49 for 4!
And in any case, they lasted longer than any other alkaline brand (incl Duracell).
However you interpret these tests, a steal at 89p and free postage - ideal for getting those Xmas working :)
I just ordered 10 packs