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NZ: Only 3 food brands amongst most trusted

posted by David Jul 02, 2010 in Brands, NZ

Cadbury is dumped by consumers after palm oil debacle.

The latest ‘Most Trusted’ survey of New Zealand consumers by Reader’s Digest magazine shows last year’s top brand being dumped from its number one position to nowhere. It has been replaced at the top of the chart by Wattie’s, with two other food brands in the top five – chocolate maker, Whittaker’s and Tip Top Ice Cream.

With only three brands in the top 10, food producers are missing in action in a sector of the retail trade that demands trust – food. Japanese-based car and electronic brands Toyota and Sony filled out the top three spots, while the top retailer was not one of the national supermarket chains, but New Zealand Post.

There were few notable performances in the grocery sector, other than Gillette, which was the most trusted beauty and cosmetics brand, and Panadol, which came in top of the health and wellbeing sector.

The demise of Cadbury comes in the wake of its changing processes to include palm oil in its chocolate recipe, while reducing cocoa content. The arrival of Whittaker’s in the top echelon compounds the dumping of Cadbury, and could be the beginning of a long period of market dominance by a local chocolate producer.

From an article by Keith Stewart of Foodnews