U.S. chocolate maker Hershey Co
Citing people familiar with the matter, the Journal said Hershey executives have been more aggressive about pursuing a deal, though financial details have not been discussed and no offer has been produced.
One obstacle is which company would take control of Cadbury's higher-margin gum and candy businesses, the Journal said.
Hershey officials could not be immediately reached.
(Reporting by Michele Gershberg, editing by Matthew Lewis)