THREE of Nestle Rowntree's top-selling products have been named as Superbrands - instantly recognisable and cherished household names.

KitKats, Smarties and Polos, all made in York, are up there with Coca Cola, McDonalds and Heinz Baked Beans in a new book featuring a top 65 list of "brands of gold".

They were selected from a shortlist of 500 by the Superbrands Council, made up of eminent figures working in advertising, market research and PR.

All the Superbrands were felt by respondents to be more caring, trustworthy and reliable than the Conservative Party, Labour Party and the Royal Family.

KitKat, launched in 1935, is Britain's best-selling confectionery, with some mind-boggling statistics listed in the book: Nestl sells about £220 million-worth every year, it manufactures enough in five minutes to create a stack higher than the Eiffel Tower, and every second, more than 40 bars are eaten.

The book says KitKat's success has been built on its ability to flourish in the corner-shop and in the supermarket.

It says the packaging has played a key role in the success story. "KitKat's distinctive paper strap and silver foil is designed to add a sense of ritual to the consumption of the product, an aim underlined in the distinctive way in which the product is seen to be unwrapped and consumed in all its TV advertising.

"Consumers love to create their own personalised ritual in eating KitKat."

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