French pastry giant Cérélia must sell frozen pastry brand Jus-Rol after losing a second appeal against the UK’s competition watchdog.
US based food company General Mills confirmed in 2021 it had sold its European dough businesses, including Jus-Rol, to Cérélia.
Last year, however, a Competition Market Authority (CMA) inquiry ruled the merger would cause a substantial lessening of competition in the wholesale supply of dough-to-bake products to grocery retailers in the UK.
Cérélia, which has an annual turnover of more than £680m, lodged an appeal to the Competition Appeal Tribunal (CAT), which was dismissed on all grounds. Its latest appeal, with the Court of Appeal, has also now been dismissed, in full.
Joel Bamford, executive director of mergers at the CMA, said the decision would “ensure UK grocers and shoppers don’t face higher prices or worse quality products.”
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