Mars Inc., the global confectionery and pet care giant, is poised to receive unconditional antitrust clearance from the European Commission for its proposed $36 billion acquisition of Kellanova, the maker of Pringles, Pop-Tarts, and Kellogg’s cereals, according to sources cited by Reuters.
The deal—one of the largest ever in the food and snacks sector—has already been approved by U.S. authorities without conditions, signaling broad regulatory acceptance of the merger across major jurisdictions.
If confirmed, the Commission’s approval would mark a significant milestone in Mars’ strategy to diversify and expand its global snacking portfolio. The acquisition would unite some of the world’s most recognizable consumer brands, including M&M’s, Snickers, and Whiskas under Mars, alongside Pringles, Pop-Tarts, and Kellogg’s cereals from Kellanova.
The European Commission, which serves as the EU’s competition watchdog, declined to comment on the pending decision, as did representatives from Mars and Kellanova. A formal ruling from the Commission is expected by December 19, 2025.
According to data from NielsenIQ, a merged Mars–Kellanova entity would control approximately 12% of the U.S. snacking and confectionery market, making it a formidable player but not a dominant force within the industry. Analysts suggest that this relatively modest market share, along with the presence of strong competitors such as Mondelez, Nestlé, and PepsiCo, may have contributed to regulators’ comfort with an unconditional approval.
The transaction reflects the continuing consolidation trend in the global packaged food industry, where leading firms are seeking to combine scale, brand strength, and distribution efficiency to meet evolving consumer preferences for convenient, branded snacks.
A final decision from the European Commission remains pending, but approval without remedies would underscore the regulator’s view that the merger does not significantly impede effective competition within the European Economic Area.
