Cadbury is a British multinational confectionery company wholly owned by American

company Mondelez International (originally Kraft Foods) since 2010. It is the second largest
confectionery brand in the world. Cadbury is headquartered inUxbridge, Greater London and
operates in more than fifty countries worldwide. Cadbury was a constant constituent of theFTSE
100 on the London Stock Exchange from the index's 1984 inception until the company was
bought by Kraft Foods in 2010.
Major chocolate brands produced by Cadbury include the bars Dairy
Milk, Crunchie, Caramel, Wispa, Boost, Picnic, Flake, Curly Wurly, Chomp, and Fudge;
chocolate Buttons; the boxed chocolate brand Milk Tray; and the twist-wrapped
chocolates Heroes.
As well as Cadbury's chocolate, the company also owns Maynards and Halls, and is associated
with several types of confectionery including former Trebor and Bassett's brands or products
such as Liquorice Allsorts, Jelly Babies, Flumps, Mints, Black Jack chews, Trident gum, and
Softmints.

Mondelez International had strong market share positions in 2014. Its number one overall
global market position was supported by strong number one market share in the Asia-Pacific
region, Middle East/Africa region and European region. In Latin America, Mondelez ranked
second for 2014. The company's lowest market share came in North America, coming in at
number five. The company faces strong competition from many companies in North America
and around the world.

1. Mars/Wrigleys
Mars is a recognizable name, but as a private company, it hasn't been one investors can get
behind. In 2014, Mars had a market share of 29.5% in the United States for the chocolate
market. Some of its best-known brands are M&M's, Snickers, Starburst, Twix and Skittles.
Mars was the seventh-largest private company in America in 2014, with sales of $33 billion.
The company competes in six segments: chocolate, pet care, food, Wrigleys (gum), drinks
and symbioscience.
Along with competing against Mars for the chocolate market share, Cadbury now competes
against the giant for share in the global gum market thanks to Mars' acquisition of Wrigley's
in 2008. Mars' $23 billion acquisition gave it control of brands such as Extra, Orbit and
Eclipse, which helped produce sales of $5.4 billion prior to the sale. Cadbury has gum brands
that include Dentyne, Stride and Trident. Both companies have strong market share in a gum
market that has seen sales decline.

2. Hershey's

In 2014, Hershey's had a market share of 44% in the U.S. for the chocolate industry. The
company has many well-known brands in the U.S., including Hershey's, Reese's, Jolly
Rancher and Twizzlers. Hershey's still gets more than 80% of its annual revenue from the
North America market.
The case of Hershey's and Cadbury being rivals took a big turn due to a licensing agreement
set back in 1988. In 1988, Hersheys paid $300 million for the rights to Cadburys U.S.
operations. Cadbury agreed; at the time, it saw no chance to compete against Hershey's and
Mars, which controlled a combined 70% of the market.
Hershey's caused an uproar when it sued several importers of Cadbury products from the U.S.
Hershey's uses a different recipe than the British chocolatier, and many former British
residents want the authentic version. Cadbury's chocolate in the United Kingdom lists milk as
the number one ingredient, while the American version made by Hersheys has sugar as the
number one ingredient.
Hershey's is in a unique position, as it is both a competitor and a distributor of Cadbury
products. The long-time rights deal led many to believe that Cadbury and Hershey's would
eventually merge, but that has not been the case. Nestle and Cadbury did at one time attempt
a joint bid for Hershey's, but it ultimately fell through.

3. Nestle
Nestle is the largest food company in the world, covering many different subsectors of the
market. The company's chocolate market is one of its smallest, but it was good enough for a
5.8% market share in the U.S. Nestle has grown through many acquisitions that have given it
control of brands that include Kit Kat, Smarties and Gerber baby food.
Nestle's confectionery segment was its sixth-largest in 2014. With sales of $9.7 billion
globally, Nestle held the number three market share position. Sales of the company's
chocolate products totaled $7 billion, including $4 billion from the Americas.
Similar to its deal with Cadbury, Hershey's also licenses several brands from Nestle for U.S.
distribution rights. This includes Kit Kat and Rolo, two Nestle brands.