Did a candy bar just become a corporate landmark? In a decision that clears the final regulatory hurdle for one of the biggest food deals in years, the European Commission on December 8 gave unconditional approval to Mars’ proposed acquisition of Kellanova, paving the way for the transaction to close on December 11, 2025.
Mars and Kellanova have been building toward this moment since their August 2024 agreement. With the EU sign-off, all required regulatory approvals are in place. When the deal closes, iconic Kellanova snacking brands such as Pringles®, Cheez-It®, Pop-Tarts®, Rice Krispies Treats® and RXBAR® will join Mars’ snacking stable — already home to SNICKERS®, M&M’S®, TWIX®, SKITTLES® and KIND®.
Why regulators cleared the deal
European regulators probed whether Mars, once combined with Kellanova, could use its expanded product lineup as leverage over retailers — for example, threatening to withhold popular items to win better shelf space or terms. The Commission concluded that risk was low: consumers unlikely to switch supermarkets over a missing chocolate bar or breakfast pastry, reducing the incentive for Mars to pursue such tactics. That judgment defused the core horizontal and vertical concerns that had attracted scrutiny.
MLex summarized the Commission’s thinking succinctly: the watchdog weighed whether product withdrawal would deliver sufficient bargaining power over retailers and decided it would not. That conclusion removed the last major obstacle to closing.
The scale of the new snacking powerhouse
Mars estimates the combined snacking business will generate roughly $36 billion in annual revenue and will include nine billion-dollar brands. The newly enlarged Mars Snacking unit will remain headquartered in Chicago and operate in more than 145 markets. Together the teams will number more than 50,000 associates, run about 80 production facilities and maintain over 170 branded retail outlets, from M&M’S World stores to other consumer-facing locations.
Mars’ CEO Poul Weihrauch said the company’s focus now shifts to welcoming Kellanova employees and unlocking “new possibilities” through the combined portfolio. Kellanova’s Steve Cahillane — who led the company through the sale — said he’s looking forward to seeing Kellanova people and brands “thrive as part of Mars Snacking.”
Kellanova shareholders already approved the deal in November 2024; after closing, Kellanova’s common stock will be delisted from the New York Stock Exchange and trading will cease.
What this means for markets and competition
For consumers, day-to-day life probably won’t change overnight — the brands most shoppers recognize will remain on shelves. For retailers and suppliers, the merger reshuffles bargaining dynamics in grocery aisles and supply chains simply because a single company will now control a larger roster of high-demand items.
Investors and analysts will watch integration closely: merging manufacturing footprints, harmonizing supply contracts and retaining talent are all operational challenges that can affect margins and growth. The public filings and press statements also carried standard forward-looking caution about risks and uncertainties that could affect outcomes.
This clearance is also a reminder of the EU’s active role in shaping how large companies operate in Europe. Regulators have recently pressured global tech and consumer firms to change products and business practices to comply with new rules — a trend visible across industries and reflected in decisions from Brussels. For an example of how the EU’s regulatory reach has affected product strategy, see how Apple adjusted features to meet EU requirements here.
Larger corporate moves reverberate through markets too. As deal watchers and investors re-price prospects for the combined group, the kinds of financial tools and data platforms that traders use are evolving rapidly — including new analytics in places like Google Finance that aim to help market participants make sense of big events here.
Mars and Kellanova now enter a brief window of customary closing conditions before the December 11 handover. If the deal completes as anticipated, it will create a snack industry heavyweight with global reach and a portfolio that aims to appeal to a very broad set of consumer tastes — from cereal to candy to savory crackers.
Neither Mars nor Kellanova released a detailed integration roadmap in the EU announcement, beyond assurances about welcoming colleagues and unlocking synergies. Those operational details — how facilities and brands are rationalized, which senior managers stay or go, and how pricing and shelf strategies evolve — will determine whether the new giant sustains the growth its backers expect.
For now, shoppers can keep reaching for their favorite bars and breakfast treats, while boards, management teams and regulators move the corporate pieces into place.