The Netherlands Authority for Consumers and Markets (ACM) has blocked the proposed acquisition of Unilever’s Unox and Zwan brands by Zwanenberg Food Group over concerns that it would lead to higher consumer prices.
Announced originally in December 2024, the deal would have caused Zwanenberg’s market share in smoked sausages and cooked sausages to surge, while in ambient soups the Almelo-headquartered business would have dominated with a market share of 60% to 85%. According to the ACM, this would have given the company an overly strong bargaining position against supermarkets. Martijn Snoep, the chair of ACM’s board, stated: “We wish to prevent individuals from being confronted with higher prices as a result of this planned acquisition”.
Zwanenberg, a meat products manufacturer with annual sales of €560 million ($621.7 million), had proposed selling three production lines to an external party to alleviate regulatory concerns. However, the ACM deemed the proposal insufficient due to the buyer’s limited capacity in boiled sausages and ongoing dependencies.
Both companies expressed disappointment. Zwanenberg’s CEO Sjoerd van der Laan said it was considering an appeal, while Unilever – the multinational consumer goods giant that has been divesting divisions to concentrate on its core brands – stated it will carefully review the decision before determining its next steps.
Source: Retail Detail / Just Food
