The Hershey Company is in talks with banks to line up billions of dollars to launch a rival bid to Kraft Foods Inc.'s $16 billion offer for British candy maker Cadbury PLC, said people familiar with the matter.   Hershey, emboldened by improving financial markets, looks much more willing than it did just weeks ago to make a run at Cadbury, these people said. The Pennsylvania maker of Hershey bars and Reese's Peanut Butter Cups is considering a bid of its own or with a partner such as Ferrero SpA, the Italian maker of Tic-Tacs, Nutella hazelnut spread and Ferrero Rocher chocolates.
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