The European Commission has cleared the acquisition by One Equity Partners (OEP) and MSP Stiftung of joint control over Dailycer Group and De-Vau-Ge Gesundkostwerk GmbH (DVG), producers of ready-to-eat cereals and cereal bars mainly sold under retailers' own labels. The Commission found that the two cereal producers have a different geographic focus: Dailycer sells mainly in France, Spain and the UK, whereas DVG is focused on the German market. Further, even in countries where they are both active, they cannot be considered as close competitors. The Commission also established that the merged entity would continue to face a number of effective competitors supplying private label cereals. Dailycer Group and DVG will combine their activities in a full-function joint venture as a result of the merger.
A team from CRA International's London office, comprising of Matthias Pflanz, Thomas Buettner and Adrien Cervera-Jackson assisted OEP and MSP throughout the proceedings.