Companies are repositioning themselves in a complex market, where consumer trends are diverse, wide ranging and subject to change. This is no summer love fest. The outcomes of all the deals could mark a period of heightened competition. Looking at the range of done deals and those in the making gives an insight into each company's reading of the tea leaves. Just today, more potential deals seem to be in the offing. Danone, France's so-called flagship food company, is once again rumoured to be part of the mix. Media in both France and the UK are reporting that Danone is considering selling its biscuit segment for $4.7bn. Kraft Foods and Kellogg's are potentially bidding for the segment, with Pepsico also in the mix. Nestlé, Cadbury, Diageo, Heineken, Intersnack in Germany, Unilever and Frutarom have all been in M&A deals in recent months, or are thought to be on the prowl for suitable investments. One strategy is to hit all the growth trends consultants seem to rave about.