Intelligent Energy Holdings plc – the energy technology group founded on Loughborough University research – has just announced the UK retail launch of Upp™, the portable power solution driven by a hydrogen fuel cell to power up USB compatible devices.

Available at Apple Stores across the UK and www.beupp.com, Upp is the next generation of award winning fuel cell technology from Intelligent Energy. The company is breaking new boundaries by miniaturising hydrogen fuel cells that can deliver instant energy to USB-compatible devices, anytime, anywhere. Intelligent Energy’s origins trace back to the invention of the UK’s first 1kW proton exchange membrane (PEM) fuel cell at Loughborough University in the late 1980s, and its headquarters are on the University’s Science and Enterprise Parks.

The hydrogen fuel cell delivers power to USB-compatible smartphones, wearable technology such as fitness bands, portable speakers, e-readers, gaming devices and digital cameras. Upp powers devices at the same speed as plugging into a wall socket. Also flight friendly, Upp is the perfect portable travel companion to stay powered up and connected while in the air.

Dr Henri Winand, Intelligent Energy's Chief Executive Officer, said: "Upp represents the start of the next generation of energy devices, a signal to the portable electronics market that customers are ready to adopt transformative technologies. Consumers want energy independence as the demand and reliance on portable devices accelerates."

A full Upp Cartridge powering a smartphone can typically deliver one week's worth of power. On average, that means 900 additional hours of standby or 32 hours of call time, 26 hours of video or alternatively an extra 40 hours of web browsing.

The Upp starter pack, consisting of an Upp fuel cell and Upp Cartridge, has a recommended retail price (RRP) of £149. Once the reusable cartridge* is empty, a customer simply exchanges it for a replacement cartridge (RRP of £5.95). Upp also comes with a companion app providing users with personal usage statistics, fuel cartridge exchange locations, FAQs and customer support access. The app can be downloaded from the Apple App Store (iOS 5 and higher).

* Spare cartridge (incl. fuel) can be purchased for (RRP) £49.95 each