Cadbury is vowing to regain its top spot, after the
chocolate giant discovered its support with the public had
melted away in the latest survey of New Zealand's most trusted
For the past six years, the confectionery company has been
voted the most trusted brand in the country, but its support
has crumbled to 36th out of 133 brands in the latest Reader's
Digest trust survey.
Cadbury spokesman Daniel Ellis said the company, which has a
factory in Dunedin, was not surprised to lose the top spot as
the year had been a "challenging one".
Last year, the company briefly replaced cocoa butter with
palm oil in a cost-saving measure and moved the production of
some of its Kiwi favourites - such as Moro bars - overseas.
"We've undergone many changes in the past two years, some of
which we know have not been popular but were necessary to
ensure we keep our Dunedin factory going strong and providing
Asked if the company could retain the top spot again, Mr
Ellis told the Otago Daily Times, "we believe we will".
"We know many people have been disappointed by the changes
but we're confident that we are making significant steps in
the right direction.
The love and trust Kiwis have shown us is extremely important
to us and respecting this love is our top priority."
Despite the dip in consumer confidence, sales had remained
strong, he said.
However, in another bitter blow for Cadbury, New Zealand
chocolate rival Whittaker's debuted on the list at number
Food producer Wattie's won the top spot, followed by car
maker Toyota, electronics company Sony and ice cream maker
Top ranking brand
4.Tip Top (2)
7.Fisher and Paykel (7)
10.New Zealand (13)
*(Last year's position given in brackets)
Beauty and Cosmetics: Gillette
Credit Cards: Visa
Fast food: Subway
Health and wellbeing: Panadol
Home improvement: Mitre 10
Mobile phones: Nokia
Retail: New Zealand Post
Travel: Air New Zealand
Whitegoods: Fisher and Paykel