CADE approves purchase of the Piraquê by the Lady of the Adria

The General Oversight of the Administrative Council for economic Defense (Cade) approved, without restrictions, the purchase of the Piraquê by m. Dias, according to order published in the Official Gazette on Monday (19). The White Days is the largest manufacturer of pasta and cookies from Brazil, owner of brands such as Adria, Star and Vitarella. At the end of January the M White announced the operation for purchase of 100% of the manufacturer of biscuits in agreement that Piraquê evaluates the company R $1.55 billion. At that time, the company informed that the measure reflects a business strategy of the company to accelerate your growth, mainly in the South and Southeast regions and to include to your portfolio of high added value products. In your decision, the Superintendent-General of Cade said that any exercise of market power on the part of companies in the market of biscuits is unlikely. "It was found that the competitive dynamics in this segment is characterized by factors such as diversity of players, playing in a competitive environment, in which the products are considered significantly homogeneous," said Cade, adding that distributors and large retailers consulted reported bargaining power in relation to its suppliers.