Mars reportedly considers acquiring snack brand Kellanova

Mars, the company behind snack brands such as M&Ms, Skittles, and Snickers, is reportedly considering acquiring Kellanova, the manufacturer of snack brands such as Pringles and Cheez-It. 

According to Reuters, while Kellanova's market value, including debt, is estimated at around US$27 billion, the potential deal may become one of the largest transactions in the packaged food industry. It may also test the willingness of regulators to permit further consolidation within the sector.

However, there is no guarantee Kellanova will proceed with a deal with Mars, since another potential buyer also approached Kellanova for acquisition, according to the report. It's also possible that no deal is ultimately completed with any party. 

Kellanova has declined to comment when MARKETING-INTERACTIVE reached out.

MARKETING-INTERACTIVE has reached out to Mars for a statement.

Meanwhile, the potential acquisition deal of Kellanova may become Mars' largest deal to date, surpassing its US$9.1 billion purchase of pet healthcare services company VCA in 2017, according to Reuters. Mars acquired all of the outstanding shares of VCA, including US$1.4 billion in outstanding debt. 

Back in July, Mars has completed its previously announced acquisition of Cerba HealthCare’s ownership stake in Cerba Vet and ANTAGENE. Cerba Vet and ANTAGENE now complement the diagnostics portfolio in Mars Petcare’s Science & Diagnostics division.  

Nefertiti Greene, president, Mars Science and Diagnostics, said: “We are excited to join forces with the teams from Cerba Vet and ANTAGENE. Cerba Vet and ANTAGENE complement Mars Science & Diagnostics, which includes a global veterinary diagnostics business, Antech, and leading cat and dog genetic testing business Wisdom Panel. Together we will further the Mars pet care purpose: A better world for pets.”  

Based in McLean, Virginia, Mars is a US$50bn family-owned business, and its diverse and expanding portfolio of pet care products and veterinary services support pets all around the world. The company produces some of the world’s renowned brands including Royal Canin, Pedigree, Whiskas, Cesar, Dove, Extra, M&M’s, Snickers and Ben’s Original.

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