Wattie's named most influential brand

This week, Wattie's announced six redundancies from its Hastings operation. Photo / File

Wattie's has been named the country's Most Influential Brand in the packaged-goods category, beating off heavyweights such as Sanitarium, Cadbury and home-grown Whittaker's by global market research company IPSOS

Judging factors were: leading edge, trustworthiness, engagement, citizenship and presence.

Heinz Wattie's managing director Mike Pretty said it was a reward for the passion all staff had for its products.

"We are proud but humbled by the comments of marketing specialists on the way in which Wattie's and other leading Kiwi brands have been 'exceptionally well managed'.

"For us, brand management starts in the field, through the recipes prepared in our plants and continues all the way to the consumer.

"As a brand founded in Hawke's Bay more than 80 years ago, we are conscious that Wattie's has a special place in our country's food industry, but we never take it for granted.

"We know that with long-trusted products as well as new ones we must continue on a daily basis to strive to win the loyalty of modern consumers."

He said from founder Sir James Wattie's time, success was reliant on top quality ingredients and talented staff were working on "an array of innovative new products".

"Whether it is the peach, plum or beetroot grown in Hawke's Bay or the pea, green bean from Canterbury, we work closely with growers to ensure consumers who eat the end product have a satisfying eating experience."

This week, Wattie's announced six redundancies from its Hastings operation.

It was one of several rounds of job losses since the Hawke's Bay-founded company's owner Heinz was bought by Warren Buffett's Berkshire Hathaway investment company and Brazilian private equity firm 3G Capital in 2013.