New Zealanders have found a chocolate-maker to be their most trusted brand.

Whittaker's jumped to first place on the Reader's Digest "most trusted" list - knocking last year's winner, St John, to number two - after coming third last year.

Cooking brand Edmonds made an impressive debut at number three, while Dettol fell from two to eight.

A spokeswoman for Whittaker's said the company was "chuffed" to be named the country's most trusted brand.


"It's really down to our dedication to quality and never cutting corners," she said. "We never compromise on price or the finished product to benefit ourselves ... I think people are aware of that. People also feel quite close to us because we're local."

The spokeswoman said controversy in 2010 over rival Cadbury's use of palm oil scandal - after which the international company slipped to 36th - had helped New Zealanders understand the difference between it and Whittaker's.

The Porirua chocolate company, founded in 1913 by James Henry Whittaker and his sons, Ronald and James, debuted on the Reader's Digest most trusted survey at number five in 2010.


1) Whittaker's

2) St John

3) Edmonds

4) Wattie's


5) Sanitarium