Vegemite, Coles chosen as Australia’s most ‘iconic’ brands

Vegemite Reader's DigestAustralian brands Coles and Vegemite has claimed the top spots in the 20th annual Reader’s Digest Trusted Brand Survey, while supermarket rivals Woolworths and ALDI placed further down the list.

The magazine recognised the winners in several FMCG categories including Coles (Supermarket); Vegemite (Australian Iconic Brand); Penfolds (Australian Wine); Weet-Bix (Breakfast Food); John West (Canned Fish); Cadbury (Confectionery); Magnum (Ice Cream) and S-26 Gold (Infant Formula).

“The digital world is awash with fake news and social media tribes, which can make consumer trust hard to earn and maintain. But the value of being a trusted brand shouldn’t be ignored as it truly matters to consumers,” said Australian Reader’s Digest editor-in-chief, Louise Waterson.

“Ultimately, trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promise. Trust matters. So congratulations to those who have managed to earn it. They enjoy a hard-fought competitive advantage.”

Catalyst conducted the survey over 3,000 Australians to determine the rankings among 70 consumer categories, according to Mumbrella.

Last year, Manuka Health New Zealand took home the recognition for the most trusted honey brand by Australians.

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