For those that doubt the maplin quality, just look at the tests here:http://www.batteryshowdown.com/results-lo.html
it clearly shows that most alkaline batteries are within a few percent of each other, and although the maplin ones are nearer the bottom in these test, they're within 10% of the top ones. Certainly not worth paing 3x, 4x price etc for a name-brand.
At full price, the Pro-cells look better, being around 20-25 quid for 100, but at 15 quid, these are a steal, as are the AAA versions also on offer.http://www.maplin.co.uk/p/maplin-extra-long-life-alkaline-value-aaa-batteries-100-pack-n42cy
If you buy enough today, Maplin have a £5 off over £50 and £10 off over 100, so stock up on batteries for Christmas and the new year!