Dutch regulator ACM blocks Zwanenberg's takeover of Unox from Unilever over sausage price fears

Regulator blocks the deal

The Netherlands Authority for Consumers and Markets (ACM) has refused to approve the takeover of the Unox brand by Zwanenberg Food Group, following a follow-up investigation into the planned purchase. The deal was already largely agreed before the regulator reviewed it. ACM said that after the takeover Zwanenberg would be almost the only large supplier of smoked and cooking sausages in Dutch supermarkets, and that it would hold too strong a position in shelf-stable soups. ACM chair Martijn Snoep said in a statement:

“That is undesirable, especially at a time when there are already concerns about higher food prices.”

Market power and price concerns

ACM puts Zwanenberg's market shares in sausages and soups at roughly 60 to 85 percent, and fears it could use that position to charge supermarkets higher prices. Several supermarket chains warned the regulator during its investigation that they have too few alternative suppliers. ACM found no signs that new suppliers could or would enter the market for sausages and shelf-stable soups. During the review, Zwanenberg offered to sell part of its production capacity to a new competitor, but ACM found those proposals insufficient. Research by the Consumentenbond, published on Monday, 26 October 2026, found that the price gap between brand-name and budget products is widening. Average A-brand prices rose 16 percent over three years, while budget brands rose 2 percent.

A-brands (average)16%

Budget brands (average)2%

A-brands (average)

16 %

Budget brands (average)

2 %

Data from the article text

Zwanenberg and Unilever push back

Zwanenberg rejects the regulator's reasoning and says it is considering an appeal. The company argues that A-brands and private-label products do not compete with each other, and that the regulator lumps them together. It also points to competition from foreign producers and says supermarkets can source sausages abroad. Zwanenberg further says ACM structurally underestimates retail chains, whose scale gives them a strong bargaining position. Its top executive, Sjoerd Van der Laan, dismissed the idea that sausages would become more expensive as nonsense. He argued:

“If we were to raise prices, consumers would buy other products.”

Unilever said it was disappointed and would study the decision to determine its next steps. Both Unilever and Zwanenberg can still appeal against the decision.

Background to the sale

Unilever announced at the end of 2024 that it would sell Unox to Zwanenberg. The group wants to focus on personal care and cosmetics, with brands such as Dove and Dermalogica. In 2025 it sold its ice cream business, Magnum, and it had earlier sold the food brands Conimex and De Vegetarische Slager. Zwanenberg, based in Almelo, employs about 1,300 people in factories in the Netherlands, the United Kingdom and the United States, and generates around 500 million euros a year. Its products include Kips and Chicken Tonight sauces. According to La Libre, Unox has been part of Unilever since 1937 and Zwan since 1928, and Zwan is best known in Belgium for its cocktail sausages.