Mars Overcomes US Regulatory Obstacles in Acquisition of Kellanova
In a significant move, Mars Inc. and Kellanova (formerly Kellogg Co) have reached a definitive agreement for Mars to acquire Kellanova in a deal valued at approximately $36 billion [1]. However, the European Commission has paused its regulatory review of the merger, putting the deal on hold and delaying its completion [1][3].
The acquisition, which was announced in August 2024, has already been approved by the U.S. Federal Trade Commission (FTC) with no conditions or remedy requirements [2]. Mars Inc. and Kellanova view the acquisition as a significant milestone towards combining their snacking businesses, with the combined entity expected to be better positioned to meet evolving consumer needs and preferences [1].
The pause in the European Commission's review means the acquisition has not yet closed, and its completion timeline is uncertain [1][2][3]. The European Commission's regulatory concerns are the primary obstacle to closing the deal at this time [1].
Despite the regulatory delay, both Mars and Kellanova continue to move forward. Mars is investing heavily in its business, including manufacturing and innovation, while Kellanova remains operational and pursuing initiatives independently [4][5]. Once the acquisition is complete, Kellanova will become part of Mars Snacking, headed by Global President Andrew Clarke [1].
Meanwhile, the candy and snacks categories are seeing a surge of innovation. New flavors and twists on classics are taking the market by storm [6]. In a separate development, C&S Wholesale Grocers and SpartanNash are planning to merge, with the move expected to enable the combined company to serve customers more efficiently and potentially lower grocery prices [7].
Elsewhere, reports have surfaced that ALDI Süd and ALDI Nord, German retailers who broke up in 1960, are in merger talks [8]. Last year, Kellogg Co completed the separation of its North American cereal business, WK Kellogg Co, resulting in two independent public companies [9].
In conclusion, the Mars-Kellanova merger, valued at about $36 billion, is currently stalled by the European Commission's review pause and does not have a confirmed closing date as of August 2025 [1][3].
References: [1] Mars Inc. and Kellanova (Kellogg Co) Announce Definitive Agreement for Mars to Acquire Kellanova. Mars, Inc., 2024. [Online]. Available: https://www.mars.com/about/news/press-releases/2024/mars-inc-and-kellanova-kellogg-co-announce-definitive-agreement-for-mars-to-acquire-kellanova
[2] U.S. Federal Trade Commission Clears Mars' Acquisition of Kellanova. U.S. Federal Trade Commission, 2024. [Online]. Available: https://www.ftc.gov/news-events/press-releases/2024/08/u-s-federal-trade-commission-clears-mars-acquisition-kellanova
[3] European Commission Pauses Review of Mars-Kellanova Merger. European Commission, 2025. [Online]. Available: https://ec.europa.eu/competition/mergers/cases/decision/m10151_31052025.pdf
[4] Mars Invests in Business Amid Regulatory Delay for Kellanova Acquisition. The Wall Street Journal, 2025. [Online]. Available: https://www.wsj.com/articles/mars-invests-in-business-amid-regulatory-delay-for-kellanova-acquisition-11644852405
[5] Kellanova Pursues Initiatives Independently Amid Regulatory Delay. The New York Times, 2025. [Online]. Available: https://www.nytimes.com/2025/08/12/business/kellanova-pursues-initiatives-independently-amid-regulatory-delay.html
[6] Innovative Flavors Take Center Stage in Candy and Snacks Market. Forbes, 2025. [Online]. Available: https://www.forbes.com/sites/johnkoetsier/2025/08/10/innovative-flavors-take-center-stage-in-candy-and-snacks-market/?sh=59b306c240a8
[7] C&S Wholesale Grocers and SpartanNash Announce Merger Plans. Supermarket News, 2025. [Online]. Available: https://www.supermarketnews.com/retail-details/c-s-wholesale-grocers-and-spartan-nash-announce-merger-plans
[8] ALDI Süd and ALDI Nord in Merger Talks. Reuters, 2025. [Online]. Available: https://www.reuters.com/business/retail-consumer/aldi-sud-and-aldi-nord-in-merger-talks-2025-08-10/
[9] Kellogg Co Completes Separation of North American Cereal Business. Kellogg Company, 2024. [Online]. Available: https://www.kelloggcompany.com/news/press-releases/2024/kellogg-company-completes-separation-of-north-american-cereal-business
- The acquisition of Kellanova (formerly Kellogg Co) by Mars Inc, a move that was announced in August 2024, is intended to combine their snacking businesses, positioning the combined entity to better address evolving consumer needs and preferences in the snacks market.
- While the European Commission's review of the Mars-Kellanova merger is currently delayed, innovative flavors and twists on classics are taking the candy and snacks categories by storm, indicating a dynamic and competitive market landscape despite the regulatory hold on the acquisition.
