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Birmingham Post
Birmingham Post
Business
Anna Wise, PA Business Reporter & Tom Pegden

CMA says merger of pastry makers Cerelia and Jus-Rol could push up prices and reduce quality

CMA United Kingdom

The UK’s competitions watchdog has determined that the merger of two pastry manufacturers could lead to higher prices for consumers.

It comes after ready-to-bake pastry maker Cerelia struck a deal with rival home baking brand Jus-Rol in 2021.

However the Competition and Markets Authority (CMA) said it could cut competition and see supermarkets paying more for potentially lower quality products.

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