10 déc. 2025
The $35.9 billion deal has been ‘unconditionally approved’ by the European Commission.
Earlier this year, Brussels raised concerns about the deal that would bring Pringles and Snickers under a single umbrella brand.
The preliminary concern was that consumers would have to pay higher prices and that the deal would give Mars more bargaining power over retailers in the EU. The European Commission rejected the latter concerns, arguing that their products have a longer shelf life and are subject to infrequent purchases.
Further, it added that consumers were not loyal to one particular brand and there was no evidence to suggest they would switch brands if one were unavailable in retail outlets.
The deal was under scrutiny in the US and the EU. The competition regulators in the US approved it, and finally, the EU did too on December 8th.
Kellanova owns Pringles, Pop-Tarts, Rice Krispies, and Kellogg’s. They will join Mars’ portfolio, which includes Twix, Skittles, and Snickers.
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