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Source: MIL-OSI Submissions
Source: NZ Trusted Brands

Whittaker’s has taken out the Reader’s Digest Most Trusted of all Brands award for the tenth consecutive year – an unprecedented achievement.

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. Winning the top title 10 consecutive times is an incredible and unprecedented result across the Australasia region and Whittaker’s should take a bow, she says.

Fourth generation chocolate maker Holly Whittaker says 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.

Whittaker’s large team of salivating supporters can rest assured, their most trusted company will not be resting on its laurels. The Whittaker’s team talks of its recently launched compostable peanut slab wrapper trial, continued support of iconic Kiwi charities, investment in machinery and facility advancements, and “above and beyond efforts” to nurture direct relationships with cocoa farmers.

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, for example, 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. Categories featured change with the times, and new ones are often added. Newcomers this year, for example, are 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).

The top 20 winners – that scored higher in their respective categories than the other brands polled – are as follows:

  1. Whittaker’s                                          11. Weber
  2. Toyota                                                 12. Huntley & Palmers
  3. Samsung                                             13. Sleepyhead
  4. Tip Top                                                14. Resene
  5. St John NZ                                          15. Bridgestone
  6. Mainland                                             16. Yates
  7. Dettol                                                   17. Canon
  8. Mitre 10                                               18. Griffins
  9. Anchor                                                19. Dilmah
  10. Sony                                                    20. Persil

Under each category one winner and two highly commended placings were awarded. To find out who you can officially trust, see the full results of all 72 categories in the May edition of Reader’s Digest or visit

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.

Additional Information:

The 2021 Trusted Brands survey was independently conducted by leading research company Catalyst Research. It invited a sample of about 1800 Kiwi adults, from every region, to complete an online questionnaire. Catalyst Research then asked each individual participant to name the brands they trust the most. Brands included in the list to be rated were generated by asking consumers across New Zealand for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each of the categories, as selected by New Zealanders, was without prejudice. Under each category one winner, and two highly commended placings have been awarded to the successful brands. These brands scored higher in their respective categories than the other brands polled. Reader’s Digest is confident the results of the 2021 survey provide a truly accurate measurement of Kiwi consumer sentiment.