First, are you sure the car will speed up? Has it been driven down this same hill without the cruise on? The only way to slow the car without using the brakes is to downshift the transmission and use the compression of the engine as a brake. With older cars, the cruise wouldn't slow or maintain speed if the car was going downhill. I have no personal experience with them in modern cars, but I know that with modern transmissions having more gears, it's possible for the computer to downshift the car without you being aware of it.
For example, some of our buses are fitted with cruise and Allison B500 six speed transmissions. These buses are, on average, about 10 years old. Use the cruise on these and they speed up going downhill because the trans stays in 6th unless the driver manually downshifts it. Our newest buses are fitted with ZF AStronic 12 speed automated manual transmissions (commonly called "manumatic" in the mags.) Turn on the engine brake and the computer automatically drops a couple of gears to start slowing the bus. I've not tried it to see if it works on cruise control on a hill (I don't drive that much any more), but I suspect that to be the case. I'll have to ask one of the drivers who drive these buses often.