Fast-moving consumer goods (FMCG) companies have the advantage that we all need their products on a regular basis. However, with multiple brands on offer, what they can’t afford is that a competitor gets an edge on them – because it’s all too easy to lose market share and regaining consumer loyalty is difficult. Earlier this week one of the biggest attempted corporate takeovers in recent years took place: Kraft Heinz offered to buy Unilever for U$143bn in order to create a “leading consumer goods company with a mission of long-term growth and sustainable living”. Despite an astonishing amount of money being offered, Unilever quickly rejected the bid, claiming the offer was too low. Unilever, the British-Dutch multinational consumer goods company, owns more than 400 brands, including many well-loved household names such as Axe, Handy Andy, Omo, Knorr and Vaseline. Had the proposed deal gone through, the combined company, according to The Independent newspaper, would have “rivalled Ne...

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