UK regulator warns takeover of Jus-Rol could push up pastry prices

CMA asks dough brand and French buyer Cerelia to also address its concerns about quality

The takeover of the Jus-Rol brand by a French-owned rival pastry maker could harm competition, resulting in higher prices and lower-quality products for customers, a UK watchdog has warned.

The Competition and Markets Authority said it was particularly concerned about potential price rises for Jus-Rol items - which include dough for puff and shortcrust pastry, pizza, and pain au chocolat - given how stretched household budgets were because of the cost of living crisis.