The European Commission finally gave your unconditional approval to the takeover of the manufacturer of Kellogg’s and Pringles – Kellanova – by Mars, concluding that the operation will not have a negative impact in the European economic area.
The decision comes after … month of in-depth investigation by the community executive, who wanted to analyze whether the purchase could lead to excessive price increases as Mars gains leverage in negotiations over European retailers.
The American group Mars, owner of brands such as “M&Ms” and “Whiskas”, announced in August 2024 an agreement to acquire Kellanova, with a valuation of $35.9 billionincluding company debt.
The Federal Trade Commission (FTC), the US antitrust regulator, gave its approval last June. and the Brussels decision remained for the final green light.
During their detailed review, Community Services confirmed that there are indications that Mars and Kellanova They already enjoy a certain degree of market power in several markets of products in several Member States and that Mars and the merged entity would be able to link different product categories in negotiations with retailers.
However, the evidence collected did not allow it to be concluded that the proposed operation was to increase the bargaining power of Mars against retailers, Brussels therefore sees no competition problems in the European economic area and gives its agreement.
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