The £1.02bn deal was given the green light by European Union competition authorities on 17 November after it agreed to “divest” Sara Lee’s Sanex brand in Europe, in reaction to EU anti-competitiveness concerns.
The acquisition of Sara Lee, which owns Brylcreem as well as Badedas and Radox brands, was completed today.
“Home and personal care is a key growth category and we are acquiring a number of leading brands that fill gaps in our portfolio and improve the shape of our overall European portfolio, while offering significant potential for development in other geographies,” said Unilever.
Unilever must sell Sanex to get Sara Lee clearance (17 Novemeber 2010)
Bimbo in billion-dollar Sara Lee bakery buy (10 November 2010)
Probe ‘not a threat’ to Unilever-Sara Lee deal (28 August 2010)