The Cadbury confectionery company has fallen from grace according to this year's Readers Digest survey of trusted brands, however spokesperson Daniel Ellis says

He believes the company takes all feedback seriously, including from a 500 person survey, saying the company doesn't take customer support for granted.

Ellis says although its been a tough twelve months for the Cadbury brand, the company is proud of the $69 million dollar investment in their Dunedin factory.

Daniel Ellis says the takeover of Cadbury by UK-based Kraft Foods didn't factor into the result, as it was after the Readers Digest survey.