Out with Masterfoods. In with Mars.

Masterfoods has decided to change its name back to Mars.

The name change is the final nail in the coffin of "the cockamamie bringing together of three disparate businesses that have nothing to do with one another," according to an executive close to Mars.

I don't feel so bad now. I recently came across a reference to Masterfoods and asked myself, "Who dat?" Apparently I was not alone.

But it isn't only consumers that barely noticed the move to Masterfoods.

"I continued to think of them as Mars," said an East Coast grocery executive, one of the many retailers the Masterfoods plan was supposed to benefit. "In meetings, our top executives would always say, 'Who the hell is Masterfoods?' They still call them M&M's."