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Bimbo, Wickbold challenge Brazil CADE's methodology for merger, seek swift review

By Maria Júlia Baumert ( April 11, 2025, 18:09 GMT | Insight) -- Bimbo and Wickbold have formally criticized the methodology adopted by the Brazilian competition authority Superintendence in reviewing Bimbo’s proposed acquisition of Wickbold’s baking business, arguing that the approach distorts the competitive landscape by overlooking small manufacturers and wrongly segmenting the bread sector. The companies also called for the case to be referred to the Tribunal “with the greatest urgency,” saying the review has already exceeded internal target timelines.Bimbo and Wickbold have formally criticized the methodology adopted by the Brazilian competition authority Superintendence in reviewing Bimbo’s proposed acquisition of Wickbold’s baking business, arguing that the approach distorts the competitive landscape by overlooking small manufacturers and wrongly segmenting the bread sector. ...

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