09.12.2025 13:55
The European Commission approved the $36 billion acquisition of snack and confectionery giant Mars of Pringles producer Kellanova, finding it not problematic from a competition standpoint. The merger is considered one of the largest moves in the global food and snack industry in recent years.
The European Commission announced that the merger between Mars and Kellanova would not negatively affect competition in the European Economic Area following a detailed review initiated in June. The Commission stated that the acquisition would not create a dominant power in the market and would not pose a risk to consumers.
THE BIGGEST MOVE IN RECENT YEARS
According to the decision, Mars will significantly expand its portfolio by adding Kellanova, known for brands such as Pringles, Pop-Tarts, and Kellogg's cereals, alongside its globally recognized brands like M&M's, Snickers, and Whiskas. The merger is considered one of the largest moves in the global food and snack sector in recent years.
The Commission acknowledged that both companies hold strong market shares in certain product categories in some European countries. The review also found that the merger could provide marketing advantages, such as the "bundling" of products to retailers. However, considering factors such as the long shelf life of products, consumers' tendency for impulse buying, and low brand loyalty, it was concluded that Mars's bargaining power against retailers would not significantly increase.
APPROVED IN JUNE
The Mars-Kellanova merger was also approved by the U.S. Federal Trade Commission in June. In a statement made in September, Mars announced plans to invest 1 billion euros in its operations within the European Union by the end of 2026. It was noted that this investment aims to increase production capacity, enhance sustainability, and support regional economic resilience.
With approvals obtained from both Europe and the U.S., the merger process is completed, while Mars's planned extensive investment program indicates that the economic effects of the merger will be felt in the short term. How the reshaped competitive landscape in the food and snack sector will evolve in the coming years remains a topic of interest.