Cadbury is a confectionery company founded in Birmingham, England in 1824. It manufactured the first chocolate bar in 1847 and the first milk chocolate in 1897. Today it has a wide range of products including chocolate bars, candies, gum, and beverages. It is now the largest confectionery company in the world. Some of its iconic brands are Cadbury Dairy Milk, Cadbury Roses, and Cadbury Flake. It faces competition from other major confectionery companies like Mars, Nestle, Ferrero and Kraft Foods. To maintain its leading position, Cadbury needs to focus on brand building, expanding into emerging markets, and forming strategic partnerships.