British expatriates living in the US frequently ask friends and relatives visiting from the UK to bring with them bars of Cadbury chocolate on the basis that the Cadbury chocolate available in the US (manufactured under license by Hershey ’s) is inferior to “the real thing.” Should Mondelez International (formerly Kraft Foods, which acquired Cadbury in 2010) continue Cadbury ’s licensing agreement with Hershey or should it seek to supply the US market itself, either by export from the UK or by establishing manufacturing facilities in the US??