Cadbury is a brand which occupies a special place in the British heart.
Like Marmite, HP Sauce and Coleman's Mustard, however much the Europeans may turn their noses up at it, our love of the purple-wrapped confectionary is unwavering.
According to Brand Index, part of the polling company YouGov, Cadbury's reputation plummeted as a result of the scare. It remains to be seen whether it can continue to regain its position as one of the country's best-loved brands.
Before the scare, on June 28, only Google and Amazon enjoyed higher brand awareness and consumer confidence than Cadbury, out of 1,100 UK brands the company monitors every day.
"The drop after the salmonella scare was massive," said Sundip Chahal, Brand Index sales director.
"Cadbury was one of the strongest brands, in terms of general impression and value for money.
"It is traditionally associated with trust and homeliness.
"From scoring 44 out of a maximum of 100 and a minimum of minus 100, it bottomed out at 22. The issue has gone right to the heart of public consciousness."
Cadbury has temporarily pulled TV ads and has suspended, for the time being, its sponsorship of Coronation Street, believed to be worth £10 million a year.
Cadbury has estimated that the recall of products it carried out following the scare cost £5 million. But analysts have estimated that the financial cost to Cadbury in terms of lost sales could reach £30 million.
It is the first time the brand has been put to the test.
Will the news that experts are linking the contamination to sickness among consumers turn us off Cadbury for good? "It started to recover about a week after the contamination scare broke, thanks to the strength of the brand and the underlying trust and confidence in its quality," said Mr Chahal. "It's score is now 30.
"It may be that people already assumed that the salmonella outbreak was probably down to the chocolate, so this study may not affect the brand any further.
"It may be most of the damage has already been done."
Cadbury can trace its origins to 1824 when John Cadbury, aged 22, opened his first shop at 93 Bull Street, Birmingham, selling hops, mustard and a new sideline - cocoa and drinking chocolate, which he prepared with a mortar and pestle and sold in blocks.
Customers then scraped a little off into a cup or saucepan and added hot milk or water.