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According to reporting by Reuters, global snack giant Mars’ $36bn takeover bid for Kellanova, the parent company of brands such as Kelloggs and Pringles, is set to face a full-scale EU antitrust investigation which could require Mars to divest assets to address competition concerns.

Reuters stated that, according to its sources, the European Commission – which acts as the EU's antitrust watchdog – is concerned about Mars' high market share across certain products in some European Union countries.

Mars' acquisition of Kellanova was announced last year and is set to be the biggest acquisition yet for the snack company following its earlier acquisition of Wrigleys, which Mars bought in 2008 for $23 billion. The Kellanova deal would bring a range of huge household brands such as Pop Tarts, Rice Krispies, Twix and Bounty, under the same ownership.

Reuters reported that European retailers have voiced concerns about the merger, citing the 'power of large international suppliers of branded packaged goods and the high concentration levels in products such as breakfast cereals, carbonated drinks, confectionery and frozen desserts.' It added that retailers believe such high market shares give large suppliers the power to impose restrictions and practices that are damaging to retailers.

The preliminary review of the deal is set to end on 25 June this year. FoodBev has reached out to Mars and Kellanova for comment.