New Acquisitions This Week: Brand Ownership Changes in Early February 2026

This Week in Brand Ownership

The pace of brand ownership changes in early 2026 shows no signs of slowing. Several major transactions are advancing through regulatory review, new deals are being announced, and the ripple effects of 2025's mega-deals continue to reshape the consumer landscape.

Here is what changed this week.

Deals in Progress

Keurig Dr Pepper Announces Separation

Keurig Dr Pepper (NASDAQ: KDP) confirmed plans to separate into two independent publicly traded companies:

• Dr Pepper, 7UP, A&W, Sunkist, Snapple, Core Water, Canada Dry, Schweppes
• Focus on carbonated soft drinks and non-alcoholic beverages

• Keurig, K-Cup, Green Mountain Coffee, Peet's Coffee
• Focus on single-serve coffee systems and packaged coffee

The separation follows the pattern set by Kraft Heinz (splitting into two companies), Kellogg's (split into WK Kellogg and Kellanova), and GE (split into three companies). JAB Holding Company, the Luxembourg-based investment firm that controls KDP, is driving the restructuring.

Why it matters: The coffee and beverage businesses have different growth profiles and capital needs. Coffee (especially single-serve) is a premium, high-margin category. Carbonated soft drinks are mature but cash-generative. Separating them allows each business to pursue its optimal strategy.

Kraft Heinz Split Advances

Kraft Heinz's planned separation into two companies continues to advance through regulatory and operational preparation. The split, announced in September 2025, is expected to close in the second half of 2026.

Former Kellanova CEO Steve Cahillane has been named to lead the growth portfolio (Heinz, Philadelphia, Kraft Mac & Cheese, Lunchables). The second company will house Oscar Mayer, Maxwell House, Velveeta, Jell-O, and Cool Whip.

Kimberly-Clark / Kenvue Acquisition Review

Kimberly-Clark's $48.7 billion acquisition of Kenvue (the former J&J consumer health division) continues regulatory review. The deal, announced November 2025, would combine Kleenex and Huggies with Tylenol, Listerine, Neutrogena, and Band-Aid.

Antitrust regulators are examining potential overlap in skin care (Kimberly-Clark's limited skin care products vs. Kenvue's Neutrogena and Aveeno). The deal is expected to close in H2 2026 pending regulatory clearance.

New Announcements

Capri Holdings Sells Versace for $1.4 Billion

Capri Holdings (NYSE: CPRI), the parent company of Michael Kors and Jimmy Choo, sold Versace for approximately $1.4 billion. The proceeds are being used to pay down debt accumulated during Capri's acquisition spree.

Capri had acquired Versace in 2018 for $2.12 billion, meaning the sale represents a significant loss. The sale comes after the failed Tapestry-Capri merger (blocked by the FTC in 2024), which would have combined Coach, Kate Spade, and Michael Kors with Versace, Jimmy Choo, and Michael Kors under one roof.

Mars / Kellanova Integration Continues

Mars, Incorporated completed its $36 billion acquisition of Kellanova in late 2025 and is now integrating the snacking portfolio (Pringles, Cheez-It, Pop-Tarts, Eggo, Nutri-Grain) into its existing operations. Mars is now one of the world's largest snack food companies, combining Kellanova's brands with its existing Wrigley's gum and candy portfolio.

Early reports suggest Mars is maintaining Kellanova's operational structure largely intact during the transition, with most Kellanova employees retained.

Gildan Activewear Acquires Hanesbrands

Gildan Activewear Inc. acquired Hanesbrands' core operations, adding the Hanes, Champion (in certain markets), Maidenform, and Bali brands to its portfolio. This consolidation in the basics/underwear category creates a significant competitor to Berkshire Hathaway's Fruit of the Loom.

Watching List

These potential deals are being closely monitored:

Netflix / Warner Bros. Discovery: Netflix's hostile $108.4 billion bid for WBD (announced December 2025) remains under review. WBD has disclosed it is also evaluating other offers. The Writers Guild of America has publicly opposed the deal.

Unilever Ice Cream Separation: Unilever's plan to separate its ice cream business (Ben & Jerry's, Magnum, Breyers, Wall's) as a standalone entity continues to advance. The separation is expected to complete in 2026.

Private Equity in Beauty: Multiple beauty brand transactions are expected in early 2026 as private equity firms look to exit investments made in 2019-2021. Brands rumored to be exploring sales include several mid-size skincare and haircare companies.

The Bigger Picture

February 2026 is shaping up as a continuation of the portfolio simplification trend that dominated 2025. Companies are splitting apart (Kraft Heinz, KDP, Unilever, Comcast), while strategic buyers are consolidating specific categories (Mars in snacking, Kimberly-Clark in consumer health).

As Bain & Company noted in their 2026 M&A report, deals valued under $2 billion represent more than a third of all consumer M&A, as "insurgent brand acquisitions continue to rise." The era of mega-conglomerate building appears to be giving way to an era of focused, category-specific portfolios.

Frequently Asked Questions

Why are so many companies splitting up in 2026?

The main driver is the "conglomerate discount," where Wall Street values diversified companies at less than the sum of their parts. Separating into focused businesses allows each entity to attract its natural investor base and pursue optimal strategies.

How do I track brand ownership changes?

Follow WhoBrands for updates. We track acquisitions, spin-offs, and brand ownership changes as they happen. You can also monitor SEC filings, company press releases, and financial news for the latest deal announcements.

Will these deals affect the products I buy?

Not immediately. Brand names, formulations, and availability typically remain unchanged during ownership transitions. Long-term changes in investment, pricing, and strategy may occur as new corporate parents implement their plans.

The Bottom Line

The first weeks of February 2026 continue the rapid pace of brand ownership reshuffling. From KDP's planned coffee-beverage split to Capri selling Versace at a loss to Mars integrating its massive Kellanova acquisition, the consumer brand landscape is being redrawn in real time.

Track all brand ownership changes on WhoBrands or browse the latest updates.

Sources

1. Bain & Company. "Consumer Products M&A Report 2026." 2. PwC. "Global M&A Trends in Consumer Markets: 2026 Outlook." 3. WWD. "2026 Fashion M&A Outlook." 4. Company press releases and SEC filings.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: February 8, 2026.