Vegemite and Coles chosen as ‘iconic’

Vegemite and Coles were both recognised as the top favourites in the 20th Annual Readers Digest Trusted Brands Survey.

InsideFMCG reported the magazine also listed another of winners across several FMCG categories.

  • Coles (Supermarket)
  • Vegemite (Australian Iconic Brand)
  • Penfolds (Australian Wine)
  • Weet-Bix (Breakfast Food)
  • John West (Canned Fish)
  • Cadbury (Confectionery)
  • Magnum (Ice Cream)
  • S-26 Gold (Infant Formula)

Australian Reader’s Digest editor-in-chief Louise Waterson said: “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”.

“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,” Ms Waterson said.

Mumbrella reported over 3,000 Australian’s participated in the survey to determine the rankings.


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