Heinz and Kraft Merger
In case you missed it over the summer, Heinz and Kraft announced a merger which will turn them into a single Kraft Dinner and ketchup superpower. Heinz’s shareholders, which includes Warren Buffet’s Berkshire Hathaway, will now own 51% of the company, while Kraft shareholders take the other almost-half. As with any merger of this size, the Competition Bureau took a look to see whether the agreement should be deemed anticompetitive or fair. Long story short, it was not. But The Curious Econ wouldn’t be The Curious Econ if we weren’t curious about the economic rationale behind their conclusion. The Competition Bureau is of course a government regulator, and as such they are usually pretty tight-lipped about the statistical methods and robustness checks they use in their analyses. What is clear though is that they didn’t seem overly concerned about the merger. To begin their analysis, they examined both companies’ products and determined which ones share the same market. Turns out that only barbeque sauce and salad dressing were deemed close enough competitors to warrant a full …