BRUSSELS (Reuters) -EU antitrust regulators opened on Wednesday a full-scale investigation into candy maker Mars' $36 billion takeover of Pringles maker Kellanova, saying the deal may hurt competition.

The European Commission said the deal announced last August could lead to higher prices for consumers due to Mars' increased negotiating power towards retailers in the European Economic Area.

"Mars could increase its bargaining power vis-à-vis retailers. As a result, Mars could be in a position to use this increased leverage to, for example, extract higher prices during negotiations, which in turn would lead to higher prices for consumers," the EU competition enforcer said.

Reuters exclusively reported on June 18 that the deal would trigger intensive EU regulatory scrutiny.

"The proposed transaction was notified to the Commission on 16 May 2025. The Commission now has 90 working days, until 31 October 2025, to take a decision. The opening of an in-depth inquiry does not prejudge the outcome of the investigation," the Commission said.