Did you know them? They hit the market in the sixties and were super popular in the seventies and eighties. They were called Treets. They were peanuts in a chocolate coating that “melts in your mouth, not in your hand,” to resurrect the slogan that consumers were bombarded with. The Treets without peanuts, were called Bonitos.
Mars Group
In 1983, the Mars Group decided to drop both brands and sell the pimped sweets under the initials of their inventors Mars & Murrie’s: M&M’s Peanut and M&M’s Choco.
The Mars Group dumped two popular brands and opted for a resolute Brand Change. According to Marketing Director Villemus (source: The New Strategic Brand Management – Jean-Noël Kapferer), their brand strategy was based on the fact that they are a globally operating group that generates its revenue with “mega-brands” that must meet five criteria:
- They respond to a significant, sustainable, and general need
- They represent the pinnacle of quality
- They are ubiquitous in the world and are accessible to everyone, both physically and financially
- They enjoy a high level of public trust
- They are the absolute market leader in their segment
As Treets and Bonitos did not meet the last criterion, they were set aside without hesitation.
Fans of ‘the real stuff’ found it unfortunate. M&M’s with peanuts. Well, it’s not the same chocolate-covered peanut from the familiar yellow bag. But unfortunately, that’s how it goes. Farewell, dear Treets… Until never again…
Comeback of Treets
But then a miracle happens for Treets enthusiasts. The Mars Group forgets to renew its ownership rights on Treets. The French confectionery company Lutti and the German shareholder company Katjes are quick to acquire the rights. They conclude a non-aggression pact with Mars to exclude direct competition with M&M’s and orchestrate the comeback of Treets.
The new Treets packaging is no longer yellow but orange. The sweets are also more environmentally friendly. For example, they contain no artificial colors, and the cocoa is only sourced from fair trade.
Want to (re)discover Treets? You can buy them in Sweden, Germany, France, and the Netherlands. Let us know when you spot the first package in Belgium!
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