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2mo ago

EU Opens In-Depth Antitrust Probe Into Mars’ Kellanova Acquisition

Brussels regulators will decide by October 31 whether the takeover boosts Mars’ negotiating power over retailers, risking upward pressure on European food 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

  • Phase 2 of the review adds roughly 90 working days to the merger assessment and deepens scrutiny of competitive effects.
  • Competition chief Teresa Ribera has initiated only a second full-scale EU merger investigation since her appointment last year.
  • Mars announced the $35.9 billion all-cash acquisition in August 2024 to expand its snack portfolio and strengthen its presence in markets like Africa and Latin America.
  • The US Federal Trade Commission cleared the deal in early June, highlighting a split in regulatory approaches between Washington and Brussels.
  • Mars insists the acquisition will enhance consumer choice and innovation and says it is fully cooperating with the EU review.