Merger Update: Cérélia/Jus-Rol

Merger reference decision announced:

On 30 May 2022, the CMA decided that it was or may be the case that the following Merger has resulted or may be expected to result in a substantial lessening of competition within a market or markets in the United Kingdom.

Completed Acquisition by Cérélia Group Holding SAS (either directly or indirectly) of certain assets relating to the UK and Ireland dough business (Jus-Rol) of General Mills, Inc.

Pursuant to section 73A(1) of the Act, Acquirer had until 8 June 2022 to offer an undertaking to the CMA that might be accepted by the CMA under section 73(2) of the Enterprise Act 2004 (the Act). On 8 June 2022 the Acquirer informed the CMA that it would not be offering any undertakings. The CMA has therefore decided to refer this Merger for a phase 2 investigation pursuant to sections 22(1) and 34ZA(2) of the Act.

The text of this decision will be placed on the Competition and Markets Authority's website at https://www.gov.uk/cma-cases as soon as is reasonably practicable.

In the event of media enquiries please contact please contact the CMA press office on 020 3738 6460 or [email protected].