Hospitality Business Magazine

Whittaker’s retain Reader’s Digest top trust spot

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

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.

Holly and Matt Whittaker

“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 supporters can be 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.

New categories

Categories were varied including for example, banks, coffee machines, dog food, gas and electricity providers, hearing services, 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
  2. Toyota
  3. Samsung
  4. Tip Top
  5. St John NZ
  6. Mainland
  7. Dettol
  8. Mitre 10
  9. Anchor
  10. Sony
  11. Weber
  12. Huntley & Palmers
  13. Sleepyhead
  14. Resene
  15. Bridgestone
  16. Yates
  17. Canon
  18. Griffins
  19. Dilmah
  20. Persil

Under each category one winner and two highly commended placings were awarded. To see the full results of all 72 categories, visit

Whittaker’s also won NZ Iconic Brand Category for the ninth consecutive year.