The European Commission has opened a full-scale antitrust investigation into Mars Inc.’s planned $36 billion acquisition of Pringles-maker Kellanova, warning that the tie-up could strengthen Mars’s bargaining power with retailers and ultimately raise food prices for consumers across the bloc. Brussels said both companies already hold strong positions in multiple snack and breakfast-cereal categories and that the enlarged portfolio could allow Mars to demand higher wholesale prices. The regulator set an Oct. 31 2025 deadline to rule on the deal, leaving the door open to possible divestitures or other remedies if competition concerns are not addressed. The probe contrasts with the United States, where the Federal Trade Commission cleared the takeover the same day, concluding the merger is not anticompetitive. Mars and Kellanova said they remain confident of securing EU approval and now expect to close the transaction toward the end of 2025, pending the outcome of the European review.