Hawke's Bay-founded Wattie's has slipped out of the top ten most-trusted brands, the annual Reader's Digest Most Trusted Brands survey reveals.
But Wattie's did place sixth in the Iconic New Zealand Brands category, making it the first time in at least six years the company had not won a category.
In 2010 Wattie's knocked Cadbury off the pedestal when it took out the overall title of New Zealand's Most Trusted Brand, which it held on to the following year as well.
But in 2012 it lost the title and instead picked up a first in the Most Trusted Iconic Brand category and maintained its position until 2014. Last year, Wattie's won Most Trusted Brand in the Frozen Foods category.
Despite failing to nab a top spot, a Wattie's spokesperson said they were confident the company remained among the most loved and influential food brands in New Zealand.