Mars taps into nostalgia trend with Treets return

By Guy Montague-Jones

- Last updated on GMT

Related tags: Tesco, Sainsbury's, Mars

Mars is bringing back the Treets chocolate snack in the UK to capitalise on the growing popularity of old classics.

The brown shelled, chocolate covered peanuts will return for a limited period at Sainsbury’s having been off the shelves since 1988.

At the time, the brand was pushed into retirement to make way for fellow peanut-based chocolate brand M&Ms, which has since grown into one of the largest confectionery brands in the world.

Treets will now be seen once again on chocolate shelves from the end of the month, but will only be returning for a short while so as not to become a rival to M&Ms.

Nostalgia trend

The idea behind the comeback is that old classics are becoming popular in the recession. People are looking back on easier times and are therefore attracted to the reassurance that nostalgic brands offer.

“Mars is bringing back Treets because research has shown there is an ever-increasing consumer hunger for pre-recession memories and the serene days of childhood,”​ said Mars in a statement.

Bitesize sharing

Another reason for the return of Treets is that the brand fits into the trend for bitesize products that people can share.

Bep Sandhu, trade relations manager at Mars Chocolate said: “The bitesize sharing market is worth £76m and is growing 21.3 per cent (TNS Worldpanel data for year ending 17 May).”

The return of Treets comes on the back of the re-launch of Opel Fruits, which returned to Asda shelves last year for a limited period of one month. A Mars spokesperson said the comeback was a success for both the manufacturer and the retailer.

Related topics: Manufacturers, Mars

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