Mars' $36 billion Kellanova deal may lead to price hikes, EU regulators warn

BRUSSELS (Reuters) -Candy maker Mars' takeover of Pringles maker Kellanova could lead to price hikes because it will boost Mars' negotiating power with retailers, EU antitrust regulators warned on Wednesday as they opened a full-scale investigation into the $36 billion deal. The move could force Mars to divest assets to address the EU competition concerns or risk the deal being blocked. Mars announced the deal last August, among the biggest in the sector, that would bring brands from M&Ms, Snickers and Whiskas to Pringles, Pop-Tarts and Kellogg cereals under one roof.