• Mars Incorporated


  • The Wm. Wrigley Jr. Company


On 28 April 2008, Mars Incorporated announced that it proposes to acquire the Wm. Wrigley Jr. Company.

Market definition

The ACCC considered the proposed acquisition in the context of separate national markets for the wholesale supply of gum, chocolate confectionery and sugar confectionery (including sugar-free hard candy).

Competition analysis

The ACCC considered that the proposed acquisition would result in little or no increase in concentration in any of the relevant markets. Evidence from the ACCC's market inquiries also indicated that the merged firm would be unable to profitably leverage its position in the supply of gum to boost sales of its chocolate and sugar confectionery products. The ACCC considered the threat of entry into the Australian market by an established supplier of gum in overseas markets was particularly relevant in this regard.


Date Event

ACCC commenced review under the Merger Review Process Guidelines.

Closing date for submissions from interested parties.

ACCC announced it would not oppose the proposed acquisition.