Brands
Mars swallows Kellanova in a $36 billion snacking supernova
VIRGINIA & CHICAGO: It’s official: Mars has finally polished off Kellanova. The McLean-based confectionery colossus announced on 11 December that it had completed its acquisition of the snacking empire, uniting chocolate bars with cheese crackers and marshmallow treats in what might be history’s most delicious corporate marriage.
The deal, worth a cool $36 billion when announced in August 2024, transforms Mars from a mere candy titan into a full-spectrum snacking superpower. Mars Snacking global president Andrew Clarke could barely contain his excitement. “Today marks a transformative moment,” he gushed, presumably whilst munching on a Snickers-Pringles combo.
The newly supersized Mars Snacking now boasts a portfolio that reads like a convenience store’s greatest hits. Kellanova’s billion-dollar brands—Pringles, Cheez-It and Kellogg’s cereals—will cosy up alongside Mars stalwarts like M&M’s, Snickers, Twix and Skittles. Add in the health-conscious pretenders RXBAR, Kind and Nutri-Grain bars, and you’ve got every dietary persuasion covered.
The family-owned Mars, which also peddles pet food through Royal Canin and Pedigree, now commands a $65 billion empire with over 170,000 associates worldwide. That’s a lot of mouths to feed—and even more mouths to feed snacks to.
Kellanova shareholders gave their blessing in November, regulators rubber-stamped the deal on 8 December, and Bob’s your uncle: instant snacking supremacy. The combined beast will serve “more consumers globally,” which is corporate-speak for “we’re coming for your cupboards.”
One thing’s certain: whether you fancy savoury, sweet, crunchy or chewy, Mars now owns your cravings. And with 50,000-plus snacking associates plotting innovations, resistance is futile. The munchies monopoly has arrived—and it’s absolutely famished.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
