Sources “familiar with the matter” have conflicting answers on whether Target and Kroger are considering a merger to compete with the influence of Amazon and Whole Foods.

Fast Company’s article citing “several people with knowledge of the matter” has “no truth,” according to a Reuters article citing “a source familiar with the matter.”

Nevertheless, Target and Kroger stock jumped following the rumors.                     

A Kroger spokesperson said the Cincinnati-based company doesn’t comment on rumors or speculation.

Fast Company says Target and Kroger initially talked last summer about a merger to shore up Target’s flagging grocery business and “give Kroger more access to merchandise and e-commerce,” the article said.

Kroger also has been rumored to be interested in Phoenix-based Sprouts Farmers Market or even the U.S. operations of Ahold Delhaize, according to an analyst report from last summer.

Boise, Idaho-based Albertsons also was rumored to be interested in Sprouts.

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