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EC clears Procter & Gamble's acquisition of Sara Lee Air Care in Phase I

On 17 June 2010 the European Commission approved at Phase I the acquisition by Procter & Gamble (P&G) of Sara Lee's air care business, without conditions. Both companies manufacture air fresheners under the Febreze brand (P&G) and the Ambi Pur brand (Sara Lee Air Care).

The Commission examined the effects of the acquisition in the home air freshener market, with a particular focus on horizontal overlaps in the supply of electrical air fresheners in Belgium and the UK. In addition, the Commission investigated if the proposed transaction would eliminate a potential competitor in the supply of car fresheners in Spain and Portugal or fabric fresheners in Germany and Portugal. The Commission's investigation found that the combined firm would continue to face several strong, effective competitors with significant market shares and concluded therefore that the transaction would not give rise to competition concerns.

A team from CRA's London office including Mike Walker and Adrien Cervera-Jackson assisted Procter & Gamble throughout the proceedings.

See Commission press release for further details.

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