Shares in UK confectionery firm Cadbury soared by nearly 40 percent yesterday on the news that it had rejected Northfield, Illinois-based KraftÔÇÖs $16.7 billion bid for the firm. It is now thought that rivals Nestl├® and Hershey could form a consortium and submit their own bid, which would avoid regulatory complications arising from a straight Nestl├®/Cadbury, or Hershey/Cadbury, takeover. Combined, Nestl├® and Cadbury would control more than half the chocolate market in the UK.