Poland’s two key domestic confectionary players have started negotiations to launch a joint venture, which would between them control 10% of the country’s robust confectionary market, one of the largest in Europe.

The companies Jutrzenka and Mieszko want to compete more effectively with multinational competitors Nestlé, Cadbury and Jacobs Suchard, which currently control 80% of Poland’s confectionary market.

If the talks fail, Mieszko could be bought by Israel’s Elite, which wants to buy 47% of its shares.

By Beata Plonka, just-food.com correspondent