HJ Heinz Company Australia Ltd - proposed acquisition of Golden Circle Limited
Type of assessment
Informal Review
Reference
34594
Acquirer(s)
HJ Heinz Company Australia Ltd
Target(s)
Golden Circle Limited
Industry
Foods
Outcome of assessment
Not opposed
Total review days *
30
Commenced public review
10th October 2008
Date completed
20th November 2008
Market definition
The acquisition was assessed within the following markets:
1) National market for the manufacture and wholesale supply of jams.
2) National market for the manufacture and wholesale supply of shelf stable fruit products.
3) National market for the manufacture and wholesale supply of infant food and beverages. (If separate markets for infant food and infant beverages were adopted, there would be no overlap between the merger parties).
4) National market for the acquisition of deciduous fruit (excluding fruit that will be on sold as fresh fruit).
Competition analysis
The ACCC formed the view that the proposed acquisition was unlikely to substantially lessen competition in any of the relevant markets. The ACCC considered a number of factors in reaching this decision including:
- the minimal level of product overlap between the parties in each of the relevant markets
- the competitive constraint provided by other firms in each of the relevant markets
- in relation to jams and shelf stable fruit, the threat of imports was likely to act as a further constraint on the merged firm.
Review timeline
Date
Event
10th October 2008
ACCC commenced review under the Merger Review Process Guidelines.
24th October 2008
Closing date for submissions from interested parties.
20th November 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.
