In a report from FoodManufacture.co.uk, Kraft Heinz have abandoned their proposed mega-merger with multinational consumer goods corporation, Unilever.

With a difference of almost $29 billion in revenue between the two corporations, analysts claim that Anglo-Dutch Unilever may have been insulted by the proposed merger. Shore Capital analyst Clive Black said, “I’d imagine Unilever feels somewhat embarrassed and marginally insulted by the fact that Kraft Heinz thinks it’s a complementary partner”.

This merger would have been the third biggest in history, and the largest acquisition of a UK based company.

This abandonment comes as a blessing to some, as news emerged last week stating that the deal would lead to job cuts and decreased product quality.

Kraft Heinz spokesman Michael Mullen said, “It is best to step away early [from the deal] so both companies can focus on their own independent plans to generate value.”