UK Antitrust Authority Escalates Jus-Rol Merger Probe

By Najiyya Budaly (June 15, 2022, 5:35 PM BST) -- Britain's antitrust watchdog said Wednesday that it has escalated Cerelia's purchase of the Jus-Rol brand from General Mills Inc. to an in-depth investigation, as the merger may have resulted in the lessening of competition for bake-at-home dough products.

The Competition and Markets Authority said it has referred the completed acquisition of Cerelia Group Holding SAS of Jus-Rol from General Mills for a Phase Two assessment.

The CMA undertook an initial Phase One probe in March to determine whether the merger raised plausible concerns over competition. The in-depth assessment launched on Wednesday happens if the regulator finds a realistic prospect that a...

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