Kellogg’s has been voted the most trusted cereal brand by Western European consumers by Reader’s Digest. The world’s best selling magazine announced the winners during their annual survey European Trusted Brands.

When asked to nominate the brand of breakfast cereal consumers across Western Europe universally voted for “Kellogg’s”, in fact, the results show that Kellogg’s is trusted more than any other brand.

Results for Kellogg’s are especially impressive because respondents could nominate any brand they chose. This “open ended” style of questionnaire gives local and global brands an equal chance of winning.

Reader’s Digest European Trusted Brands seeks nominations for consumers’ most trusted brands across a wide range of product categories from analgesics to kitchen appliances. Having identified their Trusted Brands respondents then rate them against the criteria: quality, value, image and understanding of customer needs.

This year 25,434 people participated in 14 European countries. Questionnaires were produced in 12 languages. Across all countries and all product categories information for over 112,000 different brands was collected and analysed.

Gavin Murray, Strategy Director at Reader’s Digest says “In this age of take away and throwaway, consumers return to the brands they trust, those they have developed a relationship with”.

“This is a great recognition coming straight from our consumers who trust and believe in our quality,” said Jenny Xydeas, Marketing Manager of Kellogg’s Mediterranean and CEE area. “We always ensure to provide our consumers with a tasty and healthy breakfast to help them start off their day.”

Today, Kellogg Company produces more than 40 different cereals with plants in 19 countries, on six continents and markets its products in more than 160 countries. The company employs 15,657 people in its worldwide organisation. Kellogg’s cereal products are imported and distributed in Malta by Charles Darmanin & Co.