Whittaker's chocolate awarded as kiwi's most trusted brand

goss 25/05/2018

Whittaker's has snatched first place in the Reader's Digest Most Trusted brand awards.

Voters picked the chocolate company in both confectionery and iconic brand categories. It's the seventh year in a row Whittaker's has snagged the top spot.

The runners-up, in order, were Air New Zealand, Canon, Toyota, Nikon, Resene, Tip Top, Sleepyhead and Dilmah.

Cadburys had won the top spot for six years running before Whittaker's. This year, it did not even make the finalists.

Reader's Digest says a trusted brand "enjoys international appeal, yet at the same time upholds a strong local connection".

"Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice."

Whittaker's chocolate is made in Porirua, and is the only major chocolate manufacturer in the country that controls the whole manufacturing process from bean to bar, Reader's Digest says.