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Competition: Brussels opens investigation into Mars' acquisition of Kellanova

Competition: Brussels opens investigation into Mars' acquisition of Kellanova

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Brussels opened an investigation on Wednesday, June 25, 2025, into Mars' acquisition of Kellanova (Pringles), fearing a price increase after this €31 billion deal. JUSTIN SULLIVAN / GETTY IMAGES NORTH AMERICA/AFP/Archives
Brussels launched an investigation on Wednesday, June 25, into Mars' acquisition of Kellanova (Pringles crisps), citing fears that the €31 billion ($36 billion) deal, announced in August, could lead to higher prices amid sustained food inflation.

Brussels opened an investigation on Wednesday, June 25, into the acquisition of the American group Kellanova (Pringles crisps) by its compatriot Mars, a chocolate bar specialist, fearing price increases for consumers in a context of high food inflation. The €31 billion ($36 billion) transaction was announced in August.

"By acquiring Kellanova, Mars will add several very popular brands of crisps and cereals to an already broad and strong product portfolio," said European Competition Commissioner Teresa Ribera. She said she wanted to "ensure that this acquisition does not lead to a further increase in the cost of the shopping basket."

The Commission , the EU's competition watchdog, fears that the group could excessively increase its power over retailers. "This strengthened position could allow Mars to obtain higher prices in negotiations," which would be passed on to consumers. In addition to its famous chocolate bar, the food giant also produces Twix and Snickers, M&Ms chocolate candies, and Whiskas and Royal Canin pet food.

The acquisition of Kellanova would allow it to diversify into savory snacks. Mars already generates annual sales of more than $50 billion (€43 billion) and employs more than 150,000 people worldwide. Kellanova, which has some 23,000 employees, has sales of approximately $13 billion (€11.2 billion). The group is listed on the New York Stock Exchange, unlike Mars, which is a family-owned company.

The Commission now has until October 31 to make a decision. The opening of the investigation does not prejudge this decision. It can authorize or prohibit the transaction, or approve it subject to conditions, for example by requiring the sale of certain activities.

The two companies hold "a strong market position in several product segments in many Member States," partly thanks to "brands considered essential" by consumers, the Commission emphasizes. Several distributors have expressed their "concern" about this acquisition, it specifies.

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