EC reviews Unilever-Sara Lee deal

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unilever-logoThe European Commission (EC) is reviewing consumer goods giant Unilever’s acquisition of the Personal Care and European Laundry business at Sara Lee.

Under the deal, Unilever will acquire more than 90 different brands from Sara Lee in 19 European countries.

These products include Radox, Brylcreem and Sanex.

However, the EC has said it needs “more time” to consider the full implications of the deal in terms of the competition aspect that could be affected by the takeover.

Unilever has said it “welcomes the opportunity to engage more fully with the commission’s competition authorities”.sara-lee

Recently, Unilever has announced it is increasing the marketing of a number of the food and beverage products in its range.

It is launching a new innovative sampling campaign for Lipton Fruit and Herb Infusions, which is geared towards women aged between 25 and 35.

In the run-up to the summer, it is also set to give a major advertising boost to its ice cream Cornetto.

Cornetto is left lagging behind its sister brand Magnum in terms of sales, which has persuaded Unilever to increase Cornetto marketing, Marketing Week reported.