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Treets
Treets
Treets
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Treets
Product typeConfectionery
Introduced1960s; 64 years ago (1960s)
Related brands
Websitetreets.eu

Treets were a brand of confectionery sold by Mars Limited in the United Kingdom, Italy, France, Germany, Belgium and the Netherlands.

The original product consisted of peanuts coated in milk chocolate with an outer shell of dark brown glazed candy, and appeared in the UK in the 1960s; these were later marketed as Peanut Treets (sold in a yellow packet), together with Toffee Treets (sold in a blue packet)[1] and Chocolate Treets (sold in a brown packet). All three shared the same glazed coating, but the filling of the button-shaped Chocolate Treet consisted solely of the milk chocolate which surrounded the peanut or toffee pellet in the other versions. All three were marketed with the slogan "Melt in your mouth, not in your hand" which was first used in 1967[citation needed] (used by Mars in the United States for M&Ms since 1949).

The brand was discontinued by Mars in 1988. Chocolate Treets had already been replaced with the similar Minstrels. Peanut Treets were discontinued in favour of the multi-coloured Peanut M&M's. Toffee Treets were later sold as Relays, before being dropped altogether.[1]

A pack of Treets from 2025

Mars briefly reintroduced the Peanut Treets brand in the UK in July 2009, but in 2017 the company allowed its property rights to the brand to lapse. In 2018 the Katjes group launched Treets in France.[2] As of 2021, the range had expanded beyond the traditional candy coated shell product to include Peanut Caramel Choco and Sea Salt, Peanut Butter Caramel Bites, Peanut Butter Cups and jars of Creamy Peanut Butter and Choco Peanut Butter.[3]

Notes

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References

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Treets

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from Grokipedia
Treets is a brand of confectionery dragees consisting of peanuts or other fillings coated in chocolate and a crunchy, colored sugar shell, currently offered as vegan snacks by the German manufacturer Piasten GmbH. Originally introduced by Mars, Incorporated in the United Kingdom in 1967, Treets featured initial varieties such as chocolate-covered peanuts, toffee, and plain chocolate in colored shells, and quickly became popular as a shareable treat similar to M&M's. The product line was discontinued in 1988 to prioritize the global expansion of M&M's, though it saw a limited nostalgic relaunch in the UK in 2009, available exclusively at Sainsbury's for a short period. In 2014, Katjes International GmbH & Co. KG acquired Piasten GmbH, Bavaria's largest confectionery producer founded in 1923; following the lapse of Mars's trademark rights in 2017, the Treets brand was acquired by Katjes and integrated into Piasten, leading to a full relaunch in Germany and select European markets in 2018 with an emphasis on sustainability, natural ingredients, and no artificial colors. The modern Treets lineup first introduced vegan options in 2024 with Vegan Peanut Dragees using the plant-based chocolate alternative ChoViva (derived from sunflower seeds), and expanded significantly in 2025 to include additional varieties such as Vegan Crunchy Corn and Vegan Crispy, all dyed with vegan pastel colors and produced in Forchheim, Germany. This revival positions Treets as a flagship brand for peanut lovers in the growing vegan snacking segment, with annual net sales for Piasten reaching approximately €100 million and around 450 employees as of 2025.

History

Origins and Launch

Treets was developed by Mars Limited in the early as a European counterpart to the American peanut variety, addressing the need for a product that resisted in warm conditions. The confection consisted of roasted coated in and then encased in a hard, dark shell designed to prevent the from in the hand. Treets officially launched in the in 1967, with television advertisements promoting its crunchy texture and melt-proof qualities. A key innovation was the shell's formulation to enhance durability and shine, particularly suited for distribution in warmer European climates.

Expansion and Peak Popularity

Following its initial launch in the , Treets expanded into several European markets during the 1970s, including , , , the , and , where Mars adapted the product to align with regional consumer preferences through localized packaging variations. This geographical spread capitalized on growing demand for convenient, portable across the , establishing Treets as a staple in international Mars portfolios. By the late and into the , Treets achieved peak popularity in both the and broader European markets, becoming one of Mars' leading products and a strong competitor to established local brands. The product's success was driven by its innovative chocolate-coated format, which resonated with snacking trends, leading to widespread availability and high consumer loyalty during this era. The original peanut variety remained the bestseller, underscoring its core appeal. Original varieties included the , toffee, and plain options, which enhanced Treets' by diversifying options and attracting a wider . This strategic expansion solidified Treets' integration into everyday European snacking habits, particularly in urban settings where it competed effectively against regional alternatives.

Product Description

Original Formulation

The original Treets, produced by Mars from 1976 to 1988, consisted of whole roasted encased in a layer of , then coated in a hard, glossy dark shell. This composition created a portable confection designed to resist melting, embodying the "melts in your mouth, not in your hand." Measuring approximately 1 cm in , the candies had a smooth, non-melting exterior that facilitated easy handling and consumption without mess, making them suitable for pockets or lunches. The texture offered a satisfying contrast: a crunchy core, a creamy layer, and a brittle outer shell that shattered crisply when bitten into. Nutritionally, the original formulation was rich in fats derived from the and —a profile comparable to the successor Peanut M&M's, which adopted the same structure upon Treets' discontinuation.

Varieties

Treets were available in several distinct varieties during their production by Mars in the , each featuring a sugar shell coating designed to protect the inner contents from . The core lineup included options centered around different fillings, catering to varying preferences for texture and flavor while maintaining the brand's signature "melts in your mouth, not in your hand" attribute. The foundational variety, Peanut Treets, consisted of roasted peanuts enveloped in milk chocolate and a hard candy shell. This option quickly became the bestseller, emphasizing the crunch of the peanut against the smooth chocolate. Following its introduction, Chocolate Treets emerged as a nut-free alternative, comprising plain pieces similarly coated for protection and convenience. In the , Treets were added to the range, offering a chewy toffee center wrapped in and the protective shell, providing a sweeter and more indulgent texture variation. All varieties shared similarities in their manufacturing process, involving enrobing the centers in before applying the glazed sugar shell. Unlike the multi-colored shells of Peanut M&M's, Treets varieties featured uniform shell colors. Packaging for these products typically came in standard 125g bags, with each variety distinguished by vibrant colors: yellow for Treets, brown for Treets, and blue for Treets, featuring designs that highlighted the shell's durability. These colorful wrappers not only aided in easy identification on store shelves but also reinforced the product's playful, portable appeal.

Ingredients and Production

Key Ingredients

The original Mars Treets consisted of peanuts coated in milk chocolate and a hard, dark brown glazed sugar shell. Specific ingredient details from the 1970s-1980s formulation are not widely documented. In the revived version produced by Piasten since , the non-vegan variant features 25% roasted in 51% with a coating. Key ingredients include , , whole powder, , , emulsifier (lecithins), , , starch, colors (E153, E160a), glazing agents (, ), salt, and thickener (). The contains a minimum of 25% . Common allergens include and . The 2025 vegan lineup uses plant-based alternatives, such as in Vegan Dragees coated with ChoViva, a cocoa-free chocolate substitute derived from s. Ingredients include sugar, 27% , vegetable fat (palm, shea), 8% flour, grape seed flour, rice starch, emulsifier (lecithins from rapeseed), , , coating agent (), coloring foods (spirulina concentrate, red, , ), thickener (), and natural flavors. May contain traces of , other nuts, soy, and gluten-containing cereals. The shell uses vegan pastel colors from natural sources like spirulina and .

Manufacturing Process

The original manufacturing process for Treets under Mars was similar to that of comparable dragee confections, involving roasting , enrobing them in tempered , and applying a hard shell through panning. Production occurred in European facilities. Current production by Piasten takes place in , . Raw are dry-roasted to enhance flavor. They are then enrobed in or plant-based for vegan variants) at a tempered of around 30-32°C for a smooth finish. The enrobed centers undergo panning in rotating drums, where 20 to 30 layers of syrup, mixed with starch and glazing agents, are applied and dried to form the protective shell. For vegan products, natural colorings are incorporated during shell formation. involves automated inspection for uniformity, defects, and safety. Final uses foil-lined bags for freshness preservation up to 12 months.

Marketing and Cultural Impact

Advertising Campaigns

Mars launched its advertising campaigns for Treets in the UK upon the product's introduction in 1976, with a strong emphasis on television commercials to showcase the candy's innovative hard candy shell that prevented the milk chocolate from melting. These early TV ads typically featured demonstrations of the non-melting property in challenging hot scenarios, such as exposure to heat or in active situations, to highlight the product's reliability and convenience for consumers. The campaigns introduced the memorable slogan "Melts in your mouth, not in your hand," which underscored the shell's protective function and was shared with the parallel M&M's branding in the US. Complementing the TV efforts, print and billboard advertisements in the 1970s and 1980s focused on Treets' portability, positioning the as an ideal for outdoor activities and on-the-go lifestyles, appearing in magazines and outdoor displays to appeal to active consumers. During the 1970s and 1980s, Mars expanded promotional strategies to boost brand exposure during periods of peak popularity. The campaigns primarily targeted families and young adults, reflecting the product's appeal as a fun, shareable treat, with Mars allocating increased budgets in the 1970s and 1980s to capitalize on rising , as evidenced by the brand's strong market performance during those years.

Slogan and Legacy

Treets adopted the iconic slogan "Melts in your mouth, not in your hand," directly borrowing it from Mars' American brand to foster synergy across its lines and emphasize the product's heat-resistant shell that prevented melting during handling. This phrase, already established in the U.S. since the 1950s for , was repurposed for Treets to highlight its practical appeal as a portable , aligning with the growing demand for convenient treats in . The slogan played a pivotal role in Treets' cultural legacy, embedding the brand in the of British consumers as a symbol of 1970s confectionery innovation. During its peak popularity in the late , Treets influenced perceptions of mess-free, on-the-go chocolates across , paving the way for similar portable peanut-based products. Its nostalgic status persists in retro discussions and media, where it is frequently recalled as a beloved discontinued treat evoking childhood memories. Additionally, the brand's vintage packaging has become collectible among enthusiasts, with original boxes and wrappers fetching interest on specialty marketplaces for their evocative design and historical value. References to Treets appear in 1980s UK pop culture, underscoring its role in shaping nostalgic confectionery narratives.

Discontinuation and Revival

Discontinuation by Mars

Mars began phasing out the Treets brand in 1983 as part of broader efforts to standardize its portfolio across international markets, with the process completing in the by 1988. The primary reason for discontinuation was the overlap between Treets varieties and Mars' expanding global product lines, prompting a rationalization to focus on unified branding. Chocolate Treets were succeeded by the similar Minstrels product, which offered a comparable plain chocolate-coated center. Treets were directly replaced by , aligning the peanut-filled offering with Mars' flagship international brand. The toffee variety underwent a brief as Relays before being fully discontinued. In the immediate aftermath, the shift drew attention in the UK for eliminating a long-standing local favorite, with consumers expressing disappointment over the loss of Treets' distinct varieties amid Mars' globalization push. This reaction underscored Treets' cultural status, though no formal reversal occurred at the time.

Reintroduction by Katjes

In 2017, the German Katjes Group acquired the rights to the Treets brand after Mars allowed them to lapse, enabling a revival of the peanut-based confectionery line. The relaunch occurred in France in 2018, initially focusing on the classic peanut variety featuring roasted peanuts coated in milk chocolate and a colorful candy shell, presented in updated orange packaging to emphasize sustainability and natural ingredients without artificial colors. This version quickly expanded distribution to supermarkets in France and Germany, marking the brand's return to European markets under Katjes' ownership through its subsidiary Piasten GmbH, which Katjes acquired in 2014 and which generates approximately €100 million in annual net sales with around 450 employees as of 2025. Building on the initial success, Katjes introduced several new varieties between 2019 and 2021 to diversify the product line and appeal to modern consumers. These included Peanut Caramel Choco, combining roasted peanuts with sea salt, caramel, and chocolate coating; Sea Salt for a savory twist on the classic dragée; Peanut Butter Caramel Bites, offering bite-sized pieces with peanut butter and caramel; Peanut Butter Cups, mimicking a filled chocolate cup format; and jars of creamy peanut butter for spreading. The relaunch campaign retained the original slogan "Melts in your mouth, not in your hand" to evoke nostalgia among longtime fans. As of November 2025, Treets products are available across through the official online platform treets.eu and major retailers. The lineup expanded in 2025 to include vegan options using plant-based chocolate alternatives like (derived from sunflower seeds), such as Vegan Peanut Dragees, Vegan Crunchy Corn, and Vegan Crispy varieties, all dyed with vegan pastel colors and produced in , .

References

  1. https://katjes-international.de/en/brands/treets-piasten/
  2. https://www.thegrocer.co.uk/news/mars-treets-is-latest-to-make-retro-move/201830.article
  3. https://www.confectionerynews.com/Article/2009/07/22/Mars-taps-into-nostalgia-trend-with-Treets-return
  4. https://www.foodbev.com/news/treets-piasten-and-choviva-partner-to-launch-vegan-peanut-dragees
  5. https://www.aurilex.com/treets-went-with-the-wind-when-treets-became-m-m-s
  6. https://www.confectionerynews.com/Article/2009/07/22/Mars-taps-into-nostalgia-trend-with-Treets-return/
  7. https://www.mirror.co.uk/news/uk-news/mars-to-bring-treets-back-to-the-shelves-407470
  8. https://www.brandstrategists.be/en/inspiration/treets-are-back
  9. https://world.openfoodfacts.org/product/4011100046283/m-m-s-peanut
  10. https://the-candy-encyclopedia.fandom.com/wiki/Treets
  11. https://kids.kiddle.co/Treets
  12. https://www.instagram.com/p/DMjY1qFIkW6/
  13. https://world.openfoodfacts.org/product/4000281332513/treets
  14. https://brands-of-germany.com/en-us/products/treets-peanuts-vegan-choviva-250g-8-81oz
  15. https://www.madehow.com/Volume-3/M-M-Candy.html
  16. https://www.kingarthurbaking.com/blog/2014/01/31/tempering-chocolate
  17. https://theconversation.com/are-we-so-used-to-corporate-deception-that-we-just-dont-care-59555
  18. https://www.nostalgiacentral.com/pop-culture/food-drink/treets/
  19. https://www.doyouremember.co.uk/memory/treets
  20. https://www.1001spirits.com/brand/1917/treets
  21. https://www.etsy.com/listing/1582516809/old-candy-box-treets-sweets-chocolate
  22. https://www.somo.nl/wp-content/uploads/1991/01/8193_Mars-Inc..pdf
  23. https://metro.co.uk/galleries/15-discontinued-chocolate-bars-we-wish-we-could-bring-back-21627779/
  24. https://www.treets.eu
  25. https://www.greenqueen.com.hk/treets-peanuts-vegan-planet-a-foods-choviva-cocoa-free-chocolate/
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