Cadbury World announces new immersive ride for popular Birmingham attraction

A sweet treat is in store for Cadbury World visitors this year as the popular Birmingham attraction has announced a brand new ride set to launch in spring.

Cadbury Chocolate Quest will be launching at the chocolatey world, offering guests an immersive, interactive and educational experience, the operators behind the attraction have announced.

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.

Concept art images of the attraction have been released, with photographs of the new ride expected when it’s construction is completed.

Set to open at the Bournville landmark later this year, the ride will see guests head off on a “choc-tastic mission” set 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’”, the company revealed.

“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 be replacing 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 celebrities 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 took over operations at Cadbury World in January 2023 and hopes to accelerate its success by injecting financial investment to help with growth and operational 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.”

The company has also said new investment will see extensive enhancements to the interactive ‘Have a Go Zone’, a “completely revamped” Bournville Experience and an upgraded Advertising Avenue, as well as guests experiencing the 4D Chocolate Adventure cinema and chocolate making demonstrations.