EU Regulators Expected to Clear Mars' Purchase of Kellanova by June 25

May 21, 2025

While some European retailers have raised concerns, the $36 billion deal should be approved; U.S. approval still awaited.

Dave Fusaro

Antitrust regulators in the European Union are expected to rule by June 25 whether to approve Mars' $36 billion acquisition of Kellanova. While some European retailers have expressed concerns, legal experts believe the merger should withstand regulatory scrutiny due to limited business overlaps, according to European media reports.

Family-owned Mars announced last August it would acquire the snack-focused spinoff from the former Kellogg Co. for $36 billion. In the U.S., too, there is little duplication, so the deal is expected to pass American antitrust regulators, although there hasn’t been a final ruling yet.

European Union competition authorities can clear the deal with or without remedies during its preliminary review or it can open a four-month long investigation if it has serious concerns. The companies hope to complete the acquisition by this August.

The concerns from some European retailers may prompt demands for concessions but should not derail the deal, observers say.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.