(Reuters) -Cadbury-parent Mondelez International ( MDLZ ) is exploring the acquisition of chocolate maker Hershey, Bloomberg News reported on Monday, citing people familiar with the matter, in what would create one of the world's largest confectioner.

Shares of Hershey rose 17%, while those of Mondelez ( MDLZ ) were down about 4%.

Mondelez ( MDLZ ) has made a preliminary approach about a possible combination, Bloomberg reported, adding that deliberations are in the early stages and there's no certainty that discussions will lead to a deal.

Spokespeople for Mondelez ( MDLZ ) and Hershey did not immediately respond to Reuters' requests for comment.

This was not the first buyout attempt from Mondelez ( MDLZ ).

In 2016, the maker of Oreo cookies and Cadbury chocolates abandoned the pursuit of Hershey's Kisses and Reese's Peanut Butter Cups owner after the latter rejected a $23 billion takeover bid.

As of Friday's close, Mondelez ( MDLZ ) had a market capitalization of roughly $84 billion, while Hershey was valued at $35 billion, according to LSEG data

(Reporting by Anuja Bharat Mistry in Bengaluru; Editing by Anil D'Silva)