A sweet treat is in store for Cadbury World visitors in 2024!

• Cadbury Chocolate Quest offers guests an immersive, interactive and educational experience, suitable for all the family, and full of chocolatey fun and surprises
• The new trackless indoor ride forms part of Merlin Entertainment’s wider £8 million investment into Cadbury World, which will be rolled out over the course of this year

Thursday 1st February: Cadbury World in Bournville, Birmingham is today unveiling a brand-new immersive chocolatey ride in the attraction: Cadbury Chocolate Quest.

Set to open at the family-fun attraction in Spring 2024, the ride will see guests set a choc-tastic mission by the iconic Cadbury character Freddo before they jump aboard a Cadbury car and complete an immersive and entertaining quest to collect all the delicious ingredients needed to make a bar of Cadbury Dairy Milk, using lasers to zap them up.

After travelling through the chocolatey quest, guests will disembark the ride and collect a Cadbury treat made with all the ingredients they have ‘collected.’

Using a combination of 3D sets and virtual screens, the ride will be brought to life with sounds, lights, smells and heat making it a truly interactive and sensory experience.

Cadbury Chocolate Quest will take the place of current ride, Cadabra, which is closing its tracks after 27 years in the attraction. Since its doors opened in 1997, over 14 million guests have experienced the Cadabra ride in the Bournville attraction including A-list guests such as Princess Anne, Adele, Simon Pegg and Gwyneth Paltrow.

The new ride is part of a wider £8m investment for Cadbury World, with further ambitions for the much-loved, long-standing attraction. Merlin Entertainments commenced operation of Cadbury World in January 2023 and is accelerating success by bringing in expertise in guest experience and injecting financial investment to help with growth and attraction-wide improvements.

Speaking about the launch of the new ride, Tim Waters, Regional Director of the Birmingham cluster at Merlin Entertainments, said: “We’re delighted to announce the upcoming opening of Cadbury Chocolate Quest. The new ride will be an opportunity for parents to take their children through a whole new chocolatey experience, with even more fun along the way! The motivation and inspiration behind the new ride comes with larger ambitions for the future of Cadbury World, and we're excited for our guests to enjoy what’s in store at our attraction this year.”

In addition to the brand-new immersive ride, new investment will see extensive enhancements to the interactive Have a Go Zone, a completely revamped Bournville Experience and an upgraded Advertising Avenue. Guests can also experience the 4D Chocolate Adventure cinema, chocolate making demonstrations, and plenty more chocolatey fun!