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Competition authorities object to elements of Orkla’s acquisition of Cederroth

Cederroth

The Swedish Competition Authority has decided to intervene in Orkla’s acquisition of Allévo, which is one of the brands included in the Cederroth transaction. 

The Competition Authority’s objections are limited to weight control products in the grocery sector. Orkla’s acquisition of Cederroth is currently also being considered by the Norwegian Competition Authority, which has expressed concerns regarding the markets for intimate hygiene soaps and effervescent powder. The markets affected by the competition authorities’ concerns account for less than 10% of Cederroth’s total turnover.

“So far in the process we have found no grounds to offer remedies, such as the sale of brands. We are engaged in a dialogue with the authorities in both countries, and are confident that we will reach reasonable solutions,” says lawyer Camilla Robstad in Orkla’s Legal Affairs Department. 
  
The transaction has already been approved by the authorities in Finland, Poland, Austria and Germany. 

Facts

  • On 15 January it was announced that Orkla Home & Personal had entered into an agreement to purchase 100% of the shares in the branded consumer goods company Cederroth.  
  • Combined, Cederroth and Orkla will be one of the Nordic region’s leading suppliers of personal care, health, wound care and household cleaning products. 
  • The agreement is conditional on the approval of the relevant competition authorities.