The Netherlands Authority for Consumers and Markets (ACM) has determined that a more thorough investigation is necessary regarding Zwanenberg's proposed acquisition of Unox. This decision follows a preliminary investigation that raised concerns about the potential for price increases in the market for smoked sausages and ambient wet soups.

Zwanenberg primarily produces private-label products for supermarkets, while Unox is a well-established brand in the Netherlands known for its canned-meat products and ambient wet soups. Currently, Zwanenberg already manufactures a significant portion of Unox's products. If the acquisition proceeds, Zwanenberg will gain ownership of the Unox brand and take over its distribution to supermarkets.

ACM's preliminary findings indicate that Unox holds a crucial position in the canned-meat and ambient wet soup markets, making it essential for supermarkets to stock Unox products to retain brand-loyal customers. The authority is concerned that Zwanenberg's acquisition of Unox could enhance its bargaining power with supermarkets, potentially leading to higher prices for consumers.

Under Dutch law, companies planning an acquisition must notify ACM if their turnover exceeds specific thresholds. ACM evaluates whether such acquisitions could negatively impact consumers and businesses, such as through increased prices or reduced quality. In this case, ACM has opted for an in-depth investigation, meaning Zwanenberg and Unox must seek a license from ACM to proceed with their acquisition plans.

ACM's role in concentration control involves assessing mergers, acquisitions, and joint ventures to ensure that competition remains robust in the market, which is vital for maintaining product quality, competitive pricing, and fostering innovation.