The EU Commission clears a merger subject to remedies, based on a simulation (Unilever / Sara Lee)

Unilever/Sara Lee – The return of merger simulation?* In late January 2012, the Commission finally published the non-confidential version of its decision in Unilever/Sara Lee Body Care (adopted in November 2010). The decision, reached after a Phase II investigation, is notable because it marks the first time in many years where the Commission objects to a proposed merger on the basis of, among other pieces of evidence, a merger simulation. The key area of overlap between the Parties was in deodorants. After having decided that separate markets existed for male and non-male deodorants, the Commission found that the Parties were close competitors with regard to certain brands and that Sara Lee contributed to important innovations in the market. But in addition to these “traditional”

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Jan Peter van der Veer, The EU Commission clears a merger subject to remedies, based on a simulation (Unilever / Sara Lee), 17 November 2010, e-Competitions November 2010, Art. N° 42516

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