Sweet Success in Survey for Beloved Kiwi Brand

Holly Whittaker

In an unprecedented achievement, beloved brand Whittaker’s has taken out the Reader’s Digest Most Trusted of all Brands award for the 10th consecutive year.

The Whittaker family’s long-standing belief that “best is always better” has stood it in great stead says Reader’s Digest Australasian editor-in-chief Louise Waterson.

Fourth-generation chocolate maker Holly Whittaker expressed that chocolate is a Whittaker family passion dating back to 1896 and it’s the family’s “relentless quest for perfection” that has allowed it to consistently craft New Zealand’s finest chocolate.

“We are committed to making world-class chocolate, and that means never compromising on quality, taste, or size. We are also committed to supporting our wonderful staff, sourcing ethical and sustainable ingredients, and following best practice in manufacturing,” she said after hearing of the latest award.

A total of 72 categories featured in this year’s Trusted Brands survey – the 22nd consecutive annual survey commissioned by Reader’s Digest.

More than 1800 New Zealanders, from a broad demographic, were asked to select three of their most trusted brands for each category. They then rated those brands on the 1-10 scale for trust.

Categories were varied including banks, coffee machines, dog food, funeral insurance, gas and electricity providers, hearing services, kindergarten centre operators, wine, pain relief, supermarkets, vitamins and supplements, and vegetarian foods.

The featured categories change with the times and new ones are often added. Newcomers this year, was the Cookies category, (won by Cookie Time, with Farmbake and Cadbury highly commended); Honey category (won by Arataki with Manuka Health and Airborne highly commended); and Coffee Roasted and Ground category (won by Robert Harris with Jed’s and Avalanche highly commended).

Whittaker’s also won NZ Iconic Brand Category for the ninth consecutive year. Brands closest to toppling Whittaker’s from the top step of that podium this year were Tip Top and Watties.