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Mars to rebut EU retailers' Kellanova deal fears by arguing it lacks market power

By Andrew Boyce ( May 22, 2025, 12:25 GMT | Comment) -- An EU probe into Mars' $36 billion takeover of snacks maker Kellanova, now formally under way after months of pre-notification talks, is expected to center on “conglomerate” concerns that the US food giant could strong-arm retailers by bundling must-have brands. Mars will push back by arguing it lacks market power, given that it and Kellanova's brands account for only a small percentage of supermarket sales, and the strong position held by retailers in negotiations.Food giant Mars will point to a lack of market power and negotiating strength of retailers when it pushes back against any “conglomerate” concerns in the EU review of its $36 billion takeover of snacks maker Kellanova, MLex has learned....

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