The charitable trust that controls Hershey Co is pushing the company to launch a rival $17 billion bid for Cadbury Plc , the Wall Street Journal reported on Friday, citing people familiar with the matter.

That would be bigger and have more cash than the offer Kraft Foods Inc . has made, the newspaper said.

A bid, if one emerges, would not be ready for at least two weeks and the terms of a possible offer are in flux, the paper said. One possible scenario, the paper said, would include at least $10 billion in cash from Hershey, plus $2 billion in new Hershey shares.

A third component would be another $3 billion to $5 billion in cash from rich investors in exchange for equity in Hershey, the paper said, citing those people.

The investors are being courted by Hershey adviser Byron Trott, a former Goldman Sachs banker known for his close relationships with Warren Buffett and other rich investors, the paper said.

(Reporting by Megan Davies; Editing by Tim Dobbyn)