Mars to invest €1bn in European manufacturing as US demand slows
Consumer goods group pledges spending as EU regulators probe its proposed acquisition of Kellanova
Mars has pledged to invest €1bn into its European operations by the end of 2026 as demand for packaged foods slows in the US and the group seeks EU approval for its $35.9bn acquisition of Pop-Tarts maker Kellanova.
The family-owned group behind M&M’s and Whiskas cat food will invest in modernising its factories across the bloc, including its chocolate factory in Poland, and decarbonising its supply chain, by tackling agricultural emissions in countries such as the Netherlands.
Mars chief financial officer Claus Aagaard told the Financial Times the investments were designed to rebalance the company’s operations between Europe and the US.
“If you look at the last 10 years, a lot of growth in the [consumer packaged goods] space has come from the United States [rather than Europe],” Aagaard said. “We would really like to rebalance that . . . because the US [growth rate] is maybe a little bit slower than it has been over the last decades.”
After four years of persistently high inflation US consumers have been cutting back spending, while the snack food industry is also being challenged by the popularity of appetite-suppressing medications, such as Ozempic. Still, Aagaard said he remained confident in the long-term prospects of the American market.
Mars operates 24 factories across 10 EU countries and employs 25,000 people. Its forthcoming investment plans mark a step up from its recent spending on its European manufacturing facilities, which totals €1.5bn over the past five years.
Mars is disclosing the investments as the European Commission conducts an antitrust probe into its proposed acquisition of cereal and snack maker Kellanova, which was formed in 2023 from the break-up of the Kellogg company.
The commission, which began an in-depth probe in June over concerns the deal could result in higher prices for consumers, was set to rule on the transaction by October 31 but that deadline has been delayed until December 19.
Aagaard said there was “no direct link” between Mars’s investment plans and the investigation, but that he remained confident the deal would be approved. The deal has already been cleared by the US Federal Trade Commission.
More than half of Kellanova’s $12.7bn in revenue last year came from North America, while a fifth was from Europe.
Mars’s investments in Europe come amid heightened transatlantic tensions and criticism about the bloc’s lagging economic competitiveness relative to China and the US.
Aagaard said the company, one of the world’s largest family-owned businesses, was committed “to invest in Europe, drive innovation and do our part to drive consumer growth, which in the end drives economic growth”.