11 Consumer Brands With Strong Reputations

rep institute top 100

Campbell’s, Kellogg and Hershey led the way among convenience-product brands with the strongest consumer reputations, according to a new ranking.

The Reputation Institute released its list of the top 100 U.S. brands based on the reputation equity they have generated (or lost) with consumers. Camden, N.J.-based Campbell Soup Co. vaulted multiple positions to assume the No. 1 spot in this year’s rankings with a score of 82.2 out of 100. Nike, Bose, Barnes & Noble and Kellogg rounded out the top five.

The Reputation Institute, a reputation measurement and management services firm, has published its U.S. RepTrak 100, an annual study of corporate reputation in America, since 2007.

To determine the rankings, the institute surveyed more than 52,000 individuals from January to February 2018. Companies considered typically have revenue of more than $3 billion and brand familiarity with at least 30% of the U.S. general population.

Click through to view the 11 food and beverage companies that earned a spot on the list, as well as the new products they’ve rolled out recently.

Campbell Soup Co.

campbell chunky maxx

Rank: 1

RepTrak Score: 82.2

Campbell Soup Co. jumped 30 spots to No. 1. Under CEO Denise Morrison, Campbell has placed corporate social responsibility and transparency at the center of its business model, championing projects that fight hunger and launching a line of affordable and natural soups, the Reputation Institute said. Through “What’s In My Food,” an easy-to-search database cataloging the company’s products and ingredient list, Campbell has demonstrated an investment in the well-being of its customers. “Campbell has its finger on the pulse of what’s important,” says Stephen Hahn-Griffiths, chief reputation officer for the Reputation Institute. “It’s really aligning with the values of communities, and in a world that’s dominated by GMOs, Campbell has made no apologies; it’s wholly transparent.”

New product: Designed to cater to males seeking a quick and filling meal alternative, Campbell’s Chunky Maxx is the company’s newest line of soups made with 40% more meat than flagship Chunky.


cocoa krispies m&ms mini big bar

Rank: 5

RepTrak Score: 81.2

Battle Creek, Mich.-based Kellogg landed in the No. 5 position on the list with a reputation score of 81.2.

New Product: A new sweet and on-the-go snack, Cocoa Krispies Treats With M&M’s Minis Big Bar has joined the manufacturer's portfolio. With more than one-third of all snack dollars in convenience spent on treat bars, Cocoa Krispies Treats in a big bar form and combined with M&M’s offers customers an indulgent chocolate flavor.


glitter gum summer snow cone

Rank: 6

RepTrak Score: 81.0

Hershey, Pa.-based Hershey Co. ranked no. 6 on the reputation list with a score of 81.0.

New Product: Hershey’s Ice Breakers is releasing a glitter-sprinkled gum in the U.S. Ice Cubes Glitter Gum Summer Snow Cone has an icy, cherry snow-cone flavor, with each cube covered in a dusting of edible glitter. The gum is available for an SRP of $3.69 while supplies last.

J.M. Smucker

folgers 1850 iced coffee sweet cream mocha and vanilla

Rank: 8

RepTrak Score: 79.4

Orrville, Ohio-based J.M. Smucker earned a RepTrak score of 79.4, placing it in eighth place on the list.

New Product: Smucker’s Folgers brand has debuted a new line of premium coffees. 1850 draws on Folgers’ rich heritage and features a bold but smooth taste to appeal not only to traditional Folgers drinkers but to a younger generation of consumers. Initially available in roast and ground, whole-bean prepack bags and K-Cup pods, 1850 is made from a special blend of 100% Arabica coffee beans. A ready-to-drink packaged version will follow. Launching in early April, 1850 blends include Lantern Glow Light Roast, Pioneer Blend Medium Roast, Trailblazer Medium-Dark Roast and Black Gold Dark Roast.

General Mills

nature valley layered bar peanut butter

Rank: 11

RepTrak Score: 79.1

Minneapolis-based General Mills ranked No. 11, with a RepTrak score of 79.1.

New Product: Made with simple ingredients, Nature Valley Layered Bars (General Mills Convenience) feature layers of creamy nut-butter, granola, nuts and chocolate. Its Almond Butter and Peanut Butter flavors offer consumers a real-food candy bar they can feel good about eating, according to the company. A 1.38-ounce bar is available for an SRP of $1.39.

Dole Foods

dole chef ready cuts

Rank: 32

RepTrak Score: 77.1

Thousand Oaks, Calif.-based Dole Foods Co. ranked No. 32, with a RepTrak score of 77.1.

New Product: Three additions recently joined Dole’s Chef-Ready Cuts line: sliced bananas, wild blueberries and mandarin oranges. The line includes 10 varieties of prepped and flash-frozen fruit in 5-pound resealable pouches. The brand ensures the fruit is of premium quality, picked at the peak of ripeness and consistently flavorful and 100% usable, according to the company.

Kraft Heinz Co.

just crack an egg

Rank: 34

RepTrak Score: 77.0

Pittsburgh-based The Kraft Heinz Co. ranked No. 34 with a RepTrak score of 77.0.

New Product: The company’s newest brand, Just Crack an Egg, offers a hot, savory egg scramble in less than 2 minutes, according to the company. Consumers only need to add a fresh egg to prepare the meal. Each individual serving cup contains a combination of diced vegetables, Oscar Mayer breakfast meat, Kraft Natural Cheese shreds and Ore-Ida potatoes. After adding a fresh egg, users stir it up and microwave for a hot breakfast. Four varieties include: Denver, All American, Ultimate and Rustic. The new product is available for an SRP of $2.49 per cup.

Dean Foods

dean's trumoo

Rank: 38

RepTrak Score: 76.5

El Paso, Texas-based Dean Foods ranked No. 38, RepTrak 76.5.

New Product: Dean’s TruMoo milk is made with no artificial growth hormones, no high fructose corn syrup and the right amount of sugar, according to the company. The better-for-you flavored milk also includes eight essential nutrients kids need calcium, protein, potassium, riboflavin, phosphorus and vitamins A, D and B12.

Ferrero USA

kinder joy

Rank: 71

RepTrak Score: 74.2

Parsippany, N.J.-based Ferrero USA Inc. ranked No. 71, with a RepTrak score of 74.2.

New Product: Ferrero launched Kinder Joy, a treat made for kids and with parents in mind. Kinder Joy is a unique two-in-one product that includes a treat and a toy surprise. The plastic egg-shaped package has two separately sealed halves, with one half containing a treat made of two soft cream layers and the other half of the egg containing a toy that can be assembled and shared.

Dr Pepper Snapple Group

snapple takes 2 to mango tea

Rank: 77

RepTrak Score: 73.9

Plano, Texas-based Dr Pepper Snapple Group ranked No. 77, with a RepTrak score of 73.9.

New Product: The Snapple brand’s Takes 2 to Mango Tea is a blend of black and green tea leaves with ripe mango flavors. The drink is available in 16-ounce glass single-serve bottles, as well as six- and 12-pack multipacks.

Coca-Cola Co.

coa cola zero sugar

Rank: 84

RepTrak Score: 73.4

Atlanta-based Coca-Cola Co. ranked No. 84, with a RepTrak score of 73.4.

New Product: Coca-Cola renamed Coca-Cola Zero and gave it a revamped look and taste. The new recipe is now called Coca-Cola Zero Sugar. It tastes like Coke but has no sugar or calories, the company said. The new design features the brand’s iconic red disc logo against a black background and is part of the company’s effort to unite its beverages as a single trademark brand.

Click here to see the complete 2018 United States RepTrak Top 100.