Managing editor Louise Waterson said that of all the names, products and services that fight for New Zealanders’ attention, Whittaker’s was the one they believed in most.
The results come not from a reader poll, but an independent, commissioned survey. Reader’s Digest used a market research agency to survey a representative sample of 1,214 New Zealand adults on the most trusted brands in 41 categories of products and services across a broad range of industries.
Whittaker’s also won the confectionery category and was voted most iconic New Zealand brand. Other food and beverage brands in the top 10 were Dilmah (6th), Huntley & Palmers (8th), and Tip Top Ice Cream (10th).
The survey also found that New Zealanders liked to start their day with Sanitarium and Vogels and end it with a Villa Maria wine.
Among the newcomers to the list of brands was New World, which was voted most trusted supermarket, a few months after it won a gold award in the Reader’s Digest Quality Service Awards.