April 10 (Reuters) - Tide detergent maker Procter &

Gamble ( PG ) has been identified as the subject of an EU

antitrust regulators' investigation initiated last month that

had also targeted Coca-Cola bottlers, Bloomberg reported on

Thursday citing people familiar with the matter.

The European Commission had conducted inspections at the

premises of companies active in the non-alcoholic drinks sector

and had also quizzed an unidentified personal care company in

March over concerns of possible curbs on the trade of goods

across Europe and carving up markets.

Companies risk fines of as much as 10% of their global

annual revenues if found guilty of breaching EU antitrust rules

against cartels and abuse of market power.

EU officials have sent over a questionnaire to P&G and are

collecting evidence from competitors and customers, the

Bloomberg report said. No formal allegations have been made

against Procter & Gamble ( PG ).

The European Commission and Procter & Gamble ( PG ) did not

immediately respond to Reuters request for comment.

Reuters had identified Coca-Cola bottlers as the target of

EU antitrust regulators, citing a person with direct knowledge

of the matter.