Mars’ acquisition of Kellanova, a $36 billion transaction, has received the definite approval of the The European Commission in a deal that marks one of the largest integrations in the snacks and packaged food sector.
The Antitrust approval comes after months of analysis to assess the transaction’s impact on competition, in a market characterised by highly recognized brands and consolidated consumer dynamics. The process began with the notification of the deal in 2025, followed by the opening of an in-depth investigation to determine whether the merger would give Mars excessive power in negotiating with distributors and retailers.
Despite initial concerns about the potential concentration of very strong brands under a single group, the Commission’s analysis concluded that the combined portfolios would not significantly reduce competition, thanks to the presence of numerous strong competitors and the highly diversified nature of the market.
The approval has allowed the two companies to plan to close the transaction by the end of 2025, creating a group with combined revenues of approximately $36 billion, over 80 manufacturing facilities worldwide, and a commercial presence in more than 140 markets.
The acquisition will allow Mars to expand its snacks and packaged goods division significantly
The acquisition will allow Mars to expand its snacks and packaged goods division significantly, embracing brands such as Pringles, Pop-Tarts, and Kellogg’s cereal, which will add to the group’s already established brands.
The company thus aims to strengthen its global position through greater portfolio diversification, an extensive production network, and a more resilient structure to address international supply chain challenges.
The agreement also represents a strategic step for Kellanova, which is integrating into a group with strong financial strength, global logistics capabilities, and a widespread commercial presence.
…a new giant capable of competing at the highest levels
With the completion of the authorisation process, the Mars-Kellanova transaction is set to redefine the balance of the international snack and packaged food market, giving rise to a new giant capable of competing at the highest levels in an increasingly globalised and competitive environment.
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