Unilever’s commitments for the takeover of Betty Ice | Progresiv
The Competition Council submits to public debate the commitments proposed by Unilever South Central Europe SA to eliminate competitive concerns in the context of taking over Betty Ice. Thus, Unilever proposes to withdraw a number of refrigerated display cabinets located in Unilever or Betty Ice partners' premises in the traditional trade segment. 
According to information released by the competition authority, it is estimated that the result will be the reduction of the combined market share of Unilever and Betty Ice on the frozen market segment of the traditional channel, thus giving competitors the opportunity to access their respective locations.
"After the analysis resulted some competition concerns related to the compatibility of the notified economic operation with a normal competitive environment, on the national market for the production and marketing of the impulse ice cream (quick consumption ice cream: cornet, stick, waffle) on the traditional trade segment", according to the Competition Council's report.
The competition authority is interested in obtaining comments and views from third-party ice cream companies, referring to the commitment of Unilever South Central Europe SA. Observations can be submitted to the Competition Council by October 16, 2018.
Romanian ice cream maker Betty Ice has reached a deal to sell to Anglo-Dutch giant Unilever earlier this year in a deal valued at 100 million euros.
Betty Ice owns a factory in Suceava and is the most important Romanian producer on the ice cream market, estimated at 200 million euros. According to the latest financial reports, Betty Ice ended 2016 with businesses of 30 million euros, up by 10% compared to 2015, while the profit was at a similar value of 5.1 million euros.
Unilever is the leader of the local ice cream market, the main competitors being Nestlé (Nirvana, JOE), Macromex, Top Gel and Alpin 57 Lux.
