Well, they're Alkalines. They do not perform as well as Energizer Lithiums.
The 50% is too high, and probably typical marketing speak.
They do seem to perform better according to
Duracells data sheets, but not 50% better. It's hard to quantify since those b***** use different data and test conditions in both datasheets... with the Ultra's data sheet looking more professional.
Also, they did perform better in
Silverfox's excellent Alkaline battery shootout. With ~20% higher capacity than regular Duracells.
Personally, I only use Duracells Alkalines lately. Energizer, only the Lithiums. All my bad experiences lately were Energizers (leaked Alkalines, overheated AAA NiMH) only.
EDIT: Did not read Silverfox's report too much. Suprise, at 1A discharge rate the Ultras had 40% more capacity. So the marketing is right, for a change. They DO perform better with high discharge rates, nearly as much as claimed. Less so with low discharge rates.