CMA unwinds dough deal

Following an in-depth review, launched in June 2022, the Competition and Markets Authority (CMA) has found the purchase of Jus-Rol by Cérélia could mean UK retailers and shoppers face higher prices and lower quality products. The CMA concluded the only way to preserve competition and choice is for Jus-Rol to be sold to an independent buyer, approved by the CMA. The CMA’s decision finds the merger brings together the two leading suppliers in the market by a considerable margin, with their items accounting for nearly two-thirds of the UK ready-to-bake market.