Statement on the Grant of Early Termination of the FTC’s Investigation of the Proposed Acquisition of Kellanova by Mars

Today, the FTC granted early termination of its review of Mars, Incorporated’s proposed acquisition of Kellanova. Mars is a global manufacturer of pet care, snacking, and food products. Kellanova owns legacy Kellogg brands, including in snacks, crackers, and frozen breakfasts, after spinning off its North American cereals business in 2023 as WK Kellogg Co.

“The Commission cares deeply about any competition concerns that affect American consumers, including in food products,” said Daniel Guarnera, Director of the Bureau of Competition. “Commission staff closely reviewed every aspect of this transaction, including both specific product markets and potential portfolio effects from the acquisition. They turned over every stone needed to arrive at a robust assessment of the likely competitive effects of this transaction. After nearly a year of investigation, dozens upon dozens of interviews with non-parties at all levels of the supply chain (including large chains and small, independent businesses), extensive data analysis, sworn testimony from party witnesses, and the review of hundreds of thousands of documents, staff found that the evidence pointed in one direction: this transaction does not meet the standard for an anticompetitive merger set by Section 7 of the Clayton Act.”

“In other countries, Mars and Kellanova offer different products than they do in the United States, and they face different market participants, consumer preferences, and shopping practices. Notably, Kellanova continues to sell breakfast cereal in other markets, including the European Union, that it does not sell in the United States,” continued Guarnera. “The Trump-Vance FTC takes an America First approach to antitrust enforcement. Our job is to protect competition and consumers in the United States. Our job is to determine whether there is a violation of American law that we can prove in court. And once we’ve concluded there is not, our job is to get out of the way.”