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How Pringles helped satisfy EU watchdog's Mars-Kellanova buyer-power concerns

By Nicholas Hirst ( March 24, 2026, 06:48 GMT | Comment) -- European consumers don't typically plan on buying Pringles, and may do so only when spying them on display in a supermarket. That observation undermined concerns that it was a "must-have" brand for retailers and helped EU merger officials clear Mars' $36 billion takeover of Pringles maker Kellanova last December, according to an account published by the regulator. The findings will be of interest to big consumer brands.European consumers’ irregular and impulsive purchases of tubes of Pringles chips eased concerns that Mars could exploit its acquisition of the brand to extract higher prices from retailers....

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