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2w ago

EU Launches Antitrust Probe Into Mars’s $35.9 Billion Kellanova Deal

The European Commission will assess whether the deal strengthens Mars’s bargaining power over retailers to the detriment of consumer prices.

Mars and Snickers bars are seen in this picture illustration taken in Berlin, Germany on February 23, 2016. REUTERS/Fabrizio Bensch/Illustration/File Photo/File Photo
The EU is worried that Mars would gain added bargaining power over retailers by adding Kellanova brands like Pringles, thus leading to higher prices for consumers
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Overview

  • The EU initiated a formal antitrust probe on June 25 into Mars’s $35.9 billion all-cash takeover of Kellanova, which was spun off from Kellogg in 2023 and owns brands such as Pringles and Cheez-It.
  • Competition chief Teresa Ribera warned that the enlarged snack portfolio could increase Mars’s leverage over retailers in the 27-nation bloc at a time of already elevated food inflation.
  • Several European retailers have voiced concerns that Mars could use must-have brands to secure higher purchase terms, potentially driving up costs for consumers.
  • Mars has defended the acquisition as a way to deliver more consumer choice and innovation and said it is cooperating fully with the EU inquiry.
  • The European Commission has until October 31 2025 to conclude its in-depth assessment of how the deal might affect market competition and retail prices.