Tassal Group Limited - proposed acquisition of the Superior Gold brand from National Foods
Type of assessment
Informal Review
Reference
30481
Acquirer(s)
Tassal Group Limited
Target(s)
Superior Gold Brand
Industry
Seafood
Summary
Tassal Group Limited proposes to acquire the Superior Gold Brand from National Foods Limited
Outcome of assessment
Not opposed
Total review days *
17
Commenced public review
4th January 2008
Date completed
29th January 2008
Market definition
The proposed acquisition was considered in the context of the national market for the wholesale supply of packaged smoked salmon.
Competition analysis
On 29 January 2008, the ACCC formed the view that the proposed acquisition would be unlikely to result in a substantial lessening of competition. Factors informing this conclusion included:
- potential import competition would appear likely to be able to penetrate the Australian market in a timely and effective manner;
- retailers would be likely to have the ability to switch to other suppliers;
- barriers to entry and expansion appear to be relatively low; and
- the merged entity would continue to be constrained by the countervailing power of retailers to source branded products and/or a house brand.
Review timeline
Date
Event
4th January 2008
ACCC commenced review under the Merger Review Process Guidelines. Market inquiries commence.
21st January 2008
Closing date for submissions from interested parties.
29th January 2008
ACCC announced it would not oppose the proposed acquisition.
* Total Review days = Total business days less public holidays and time during which the review was suspended.
