Manfred Jus, Chief Executive Officer of Treets Piasten, discusses recent product launches, meeting demands for sustainability and transitioning to vegan confectionery
At ProSweets 2024, I had the opportunity to sit down with the CEO of Treets Piasten, a confectionery brand that has been making waves in the chocolate-coated snacks segment since its launch in 2018. With a strong focus on quality, sustainability and innovation, Treets has positioned itself as a key player in the European market, distinguishing itself from competitors through its commitment to Fairtrade-certified chocolate, natural ingredients, and environmentally friendly packaging.
In this interview, we discuss the journey of Treets, the challenges of entering a competitive market, the brand’s transition towards vegan confectionery, and its vision for the future.
Can you introduce yourself and tell us about your company?
I’m the CEO of Justin, a company based in Northern Bavaria. We have around 150 employees and are Germany’s largest producer of Dragees—a category that includes any product that can be coated in sugar or chocolate. This means we have extensive experience in creating high-quality coated confectionery, which gives us a strong foundation for innovation.
At Justin, we take pride in our expertise in chocolate coating and our ability to develop unique products that cater to evolving consumer trends. Over the years, we have built a reputation for producing high-quality treats that align with both taste preferences and sustainability goals. Our deep understanding of the confectionery market allows us to continually refine our approach and deliver products that stand out in an increasingly competitive landscape.
How did you approach the launch of Treets in 2018?
From the very beginning, we were determined to create a brand with international appeal. We didn’t want to be limited to just the German market—we wanted to build something that could expand across multiple countries and resonate with different consumer preferences. This meant carefully considering the branding, product positioning, and overall strategy from the outset.
When looking for the perfect brand name, we wanted something that would immediately connect with chocolate lovers and communicate indulgence, familiarity, and fun. That’s how we arrived at Treets, which we felt was a perfect fit for the chocolate confectionery category.
We officially introduced Treets at ISM Cologne in 2017, which was a strategic choice given that ISM is one of the most important international trade fairs for the sweets and snacks industry. The response was very positive, which reassured us that we were on the right path. Since then, we have continuously refined the brand, focusing on quality ingredients and sustainable practices to further strengthen its market position.
What were the main challenges you faced, and how did you overcome them?
One of the biggest challenges was entering a market that is heavily dominated by a single major player. Competing in a space where consumers already have strong brand loyalties is never easy, especially when the existing market leader has such a significant presence.
To differentiate ourselves, we knew we had to offer something unique—something that would make consumers take notice and see us as a viable alternative. This meant focusing on two key aspects: taste and sustainability. European consumers tend to prefer a different chocolate profile than what is commonly available in mass-market peanut chocolates, so we adjusted our recipes to align with regional preferences.
Additionally, we committed ourselves to using only high-quality, Fairtrade-certified chocolate, ensuring that our ingredients were sourced responsibly. This not only improved the ethical standing of our brand but also resonated with modern consumers who are increasingly mindful of sustainability and ethical sourcing. By positioning ourselves as a brand that delivers both superior taste and responsible production, we’ve been able to carve out a space for Treets in the market.
What makes Treets stand out from the competition in terms of quality?
Quality has always been at the core of Treets, and we take great care in ensuring that every aspect of our production meets the highest standards. One of the biggest differentiators for us is our commitment to Fairtrade-certified chocolate. This means that the cocoa we use is sourced from suppliers who adhere to ethical labor practices, ensure fair wages for farmers, and prevent deforestation in the production process.
Beyond that, we prioritise natural ingredients. Many conventional chocolate-coated products rely on artificial flavours and colours, but at Treets, we only use natural alternatives. This ensures that our products not only taste better but also meet the increasing consumer demand for cleaner, more transparent ingredient lists.
Sustainability is another area where we lead the way. In 2023, we became the first in our category to introduce fully recyclable paper packaging. This was a significant milestone for us, as it reinforced our commitment to reducing environmental impact while maintaining product quality. Our long-term vision is to continue finding ways to improve both the sustainability and taste of our products, ensuring that Treets remains a trusted choice for consumers who care about both indulgence and responsibility.
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Media contact
Joseph Clarke
Editor, International Confectionery
Tel: +44 (0) 1622 823 920
Email: [email protected]
