Brussels, 7 October 2025 — Global confectionery and pet care giant Mars Inc. is set to secure unconditional approval from the European Union for its planned $36 billion (€30.9 billion) acquisition of Kellanova, according to sources familiar with the review. A final decision from the European Commission is expected by 19 December.
A Landmark Deal
The transaction, one of the largest in the global food and snacks sector, would unite some of the world’s most recognizable brands under one roof. Mars’ portfolio includes M&Ms, Snickers, and Whiskas, while Kellanova brings household names such as Pringles, Pop-Tarts, and Kellogg’s cereals.
Regulatory Review
The deal has already received unconditional clearance in the United States. While the European Commission initially raised concerns that the merger could increase Mars’ bargaining power with retailers and potentially lead to higher prices, regulators have since found insufficient grounds to demand concessions.
Market Impact
A combined Mars–Kellanova would control roughly 12% of the U.S. snacking and confectionery market, according to NielsenIQ data, leaving significant competition from rivals such as Mondelez, Nestlé, and PepsiCo. Analysts suggest this relatively modest market share has eased regulatory concerns.
Strategic Outlook
For Mars, the acquisition strengthens its position in the global snacking industry, diversifies its product base, and enhances its ability to meet rising consumer demand for branded, convenient foods. The company has also pledged to invest €1 billion in EU operations by 2026, focusing on sustainability, innovation, and manufacturing capacity.
If approved, the deal will mark a transformational step for Mars, cementing its role as one of the most powerful players in the global packaged food industry.
