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The European Union's antitrust regulators have resumed their investigation into Mars' $36 billion acquisition of Kellanova, the company formerly known as Kellogg.

The European Commission has set a provisional deadline of December 19 for its decision, a move that underscores the complexities involved in one of the largest proposed mergers in the F&B sector.

The proposed merger, which would unite a diverse portfolio of well-known brands, has significant implications for the competitive landscape of the food industry.

Mars, a titan in the confectionery market, is home to products such as M&Ms and Snickers, as well as Whiskas pet food. Kellanova, on the other hand, brings to the table beloved items including Pringles, Pop-Tarts and a range of cereals.

The combination of these brands under a single corporate umbrella could reshape market dynamics, potentially leading to increased market concentration and reduced competition.

The European Commission initially opened a full-scale investigation in June, citing concerns that the merger could lead to higher prices for consumers and bolster Mars' negotiating power with retailers.

This scrutiny reflects a broader trend among regulators to closely monitor consolidation in the industry, particularly as companies adapt to changing consumer preferences and economic pressures.

The Commission's investigation was temporarily halted in late July as it awaited additional information from both companies. The resumption of the probe indicates the complexity of the data required to assess the potential impact of the merger accurately.

The regulators are particularly focused on how the merger could affect pricing strategies and competition within the sector, given the significant market presence of both companies.

In its preliminary assessments, the Commission expressed concerns that the merger could lead to price hikes, which could adversely affect consumers, especially in an era where inflation and rising costs are already pressing issues.

By potentially consolidating market power, Mars could gain enhanced leverage in negotiations with retailers, impacting supply chain dynamics and product availability.