Coca-Cola would raise up to 5% of the nectar market with the purchase of Guallarauco

The Green Green company gets the bottling companies Andina and Embonor with Coca-Cola, which signs in January an agreement with Angelini for the company. acquisition of the Guallarauco brand. 19659003] Imagen foto_00000002 "height =" 250 "id =" foto_00000002 "src =" http://www.df.cl/noticias/site/artic/20180704/imag/foto_0000000220180704192828.png "style =" float: left; margin-left: 20px; margin-right: 20px; max-width: 150px; width: 100%; height: auto; "width =" 150 "data-w =" 150 "data-h =" 250 "/>

The operation, valued at more than $ 79 million and supplemented by l & # 39; Acquiring 100% of Comercializadora Novaverde, the companies Angelini and Piwonka, received support from the National Economic Prosecutor's Office (FNE) without conditions, having opened an investigation in May.

The FNE has determined that the This operation would not pose any risk to free competition, since the change of ownership implies a slight change in the concentration of the badyzed markets, nectars and flavored waters, in the supermarket channel.

According to the research details, Coca Cola and Novaverde overlap horizontally with the marketing of ctar and flavored water, especially in the supermarket channel, given that in hotels, restaurants and casinos, the company related to Angelini marketing marginally .

On the nectar market, the operation will generate an increase in market share of Coca-Cola between 1% and 5%, established the FNE document, without specifying the exact figure for confidentiality issues.

The badysis also adds that there will be no substantial reduction in competition, as both companies have clashed in different sub-segments, since Guallarauco products are perceived as premium compared to those of Andina del Valle.

In addition, the predominant player in the category will continue to be CCU-Watt, which will jointly participate in Promarca, says document

No risk has been detected in the segment of the Flavored water, where Novaverde has a share of less than 10%, while Coca-Col a 20% -30% skirt, says the research.

Next Steps

In this way, the operation continues its way of materializing during this year. According to the agreement, Embonor will end up with 15% of Novaverde, while Andina will have 35%, directly and indirectly.

For the transaction to be completed, the condition that Siemel bought the Piwonka family on the 33th is not fulfilled, 3% of Novaverde, so that Coca-Cola acquires 100% of this company.

The company does not include other Novaverde activities, such as lawyers and General Mills brand products, including ice cream Häagen Dazs

Buyers were advised by Baz's office DLA Piper.