Cérélia has lost a legal challenge against the UK competition regulator’s order that the French bakery group sell part of dough business Jus-Rol.
The Competition and Markets Authority (CMA) said today (1 September) its appeals tribunal has “fully dismissed a legal challenge by Cérélia” to reverse the initial ruling – brought in January – that the bakery group dispose of the UK arm of Jus-Rol.
At the time of that order in January, Cérélia said it would contest the ruling. However, the CMA said today the tribunal had dismissed the challenge brought by the bakery group at a hearing in July.
Sarah Cardell, CEO of the CMA, said in a statement: “We welcome today’s judgment, which fully dismisses all four grounds of Cérélia’s appeal, and confirms that the CMA’s decision to block this merger was fully supported by the evidence and procedurally fair.
“Cérélia must now sell off Jus-Rol in its entirety to make sure shoppers don’t face higher prices and worse quality products.”
The French group first submitted a proposal in November 2021 to acquire Jus-Rol’s European business from US-based General Mills. Cérélia’s bid, and consequent purchase of Jus-Rol, included assets in the UK, Germany and Ireland.
However, the CMA blocked the UK side of the deal in 2022 and in January this year submitted its final conclusion that Cérélia must dispose of the business.
The CMA concluded in January – under a so-called Phase-2 decision – that the deal would substantially lessen competition, putting UK grocers at risk of higher prices and lower quality products for shoppers.
Today, the CMA said the tribunal’s decision was based on the fact that the “deal brought together the two leading suppliers in the market by a considerable margin, and that they face limited competition, with all other suppliers being far smaller and many of them lacking the capabilities held by Cérélia and Jus-Rol”.
It added: “Evidence from grocery retailers showed that they consider Cérélia and Jus-Rol’s products to be important alternatives to one another – with grocers telling the CMA that the ability to trade off Jus-Rol against Cérélia, and vice versa, when buying their products allows them to get a better deal for their customers.”
Cérélia operates in the UK through its subsidiary BakeAway, which Just Food has approached today for comment on the CMA’s final sell order.
In January, Cérélia said the CMA’s disposal ruling was “relying on flawed conclusions that the acquisition would result in higher prices and reduced choice for both retailers and consumers”.
