Weetbix, Wattie's and Whiskas top brands list

We've long been told that Kiwi kids are Weetbix kids and research released today suggests that to be true.

A study released by AC Nielson reveals New Zealander household shoppers' favourite brands of packaged goods and, not surprisingly, Weetbix and Wattie's sauce make the grade.

The results show the perfect day in a Kiwi household may well begin with Weetbix, topped with either Meadow Fresh or Anchor milk. Others may start their day with sizzling Kiwi bacon.

Kids would be packed off to school with a lunchbox full of Vogel's bread and Mainland cheese sandwiches. But no sign of the once traditional butter in the sammies -- Meadow Lea margarine and Olivani spread topped the survey's butter/margarine category.

A Fresh'n Fruity yoghurt may also feature.

Afternoon tea would be a cup of Nescafe coffee or a glass of Just Juice, and the tough decision whether to have a Tim Tam, a Toffee Pop, or both.

When the kids ask "what's for tea?" the answer may well involve either a Wattie's or Dolmio cooking sauce and Wattie's frozen vegetables.

And when the cat starts howling for its dinner, Whiskas cat food is the brand we prefer to give our furry friends.

While Australia's Jacob's Creek wine finished first equal with New Zealand's Montana and Villa Maria brands, beer drinkers are more patriotic, favouring Monteith's or Speight's.

A late night snack or after dinner treat could be Bluebird potato chips, or Pineapple Lumps for those with a sweet-tooth.

The survey didn't forget one of more essential household items. When you've gotta go, you've gotta go, and when Kiwis answer the call of nature it's Purex toilet tissue they like to have on hand.

The survey covered brands in New Zealand's top 19 supermarket categories.

Winners were chosen based on their level of brand equity -- a measure of consumers' loyalty to a brand and whether a consumer would pay a price premium.

"We all know equity is important to the long-term profitable health of a brand", said Julie MacKenzie, AC Nielsen associate director.

"It gives important advantages to the brand owner including the ability to charge a price premium, consumer loyalty, greater retailer cooperation, successful brand extensions, brand licensing opportunities and communication messages 'get through'," she said.

"Simply put, building brand equity improves brand profitability.

"What people hold in their heads about a brand affects how they respond to the marketing of that brand".

The online survey of 1000 household shoppers aged 18 and over was conducted in February.

- NZPA