CADBURY has lost its long-held mantle as Australia's most trusted chocolate, with Lindt topping the confectionery category in the annual poll of Australia's Most Trusted Brands.
And of all the names, products and services that fight for our attention, Dettol is the one we believe in above all others.
Hills Hoist, meantime, has maintained its title as Australia's most 'iconic brand' (edging out Arnott's and SPC), while Guide Dogs is the nation's most trusted charity (coming in ahead of the RSPCA and Red Cross).
As part of its annual Trust series, the latest Australian Reader's Digest reveals the brands and companies that have won the crucial battle - sometimes across generations - to build a name and a product we believe in.
Australia's Top Ten Trusted Brands
- Parker Pens