Top Midlands attraction unveils new chocolate-themed ride and £8million makeover plans

A TOP attraction in the West Midlands has revealed a brand-new ride that’s set to open in the spring.

Cadbury World in Birmingham is set to launch a new ride as part of an £8million investment project.

Cadbury World in Birmingham is set to launch a new ride


Cadbury World in Birmingham is set to launch a new rideCredit: Cadbury World
Cadbury Chocolate Quest will open later this year


Cadbury Chocolate Quest will open later this yearCredit: Cadbury World

Cadbury Chocolate Quest will take over from Cadabra – the attraction’s current ride, which is set to close after 27 years.

New concept art shows what visitors can expect from the new chocolate-themed ride.

On the ride will be sent on a mission by Freddo, the iconic cartoon frog that’s been immortalised in a bite-size chocolate bar.

Visitors will be asked to board onto a purple Cadbury car, where they’ll be sent on an “entertaining” quest to collect all the ingredients needed to make a bar of Cadbury Dairy Milk.

On the trackless indoor ride, visitors will need to use a laser to collect the crucial ingredients.

Passengers will then be asked to disembark the ride, where they’ll be able to collect a Cadbury treat.

The immersive ride will be brought to life with 3D effects and virtual screens, as well as a series of sounds, lights, and smells.

Cadbury Chocolate Quest will open later this year, and it will be part of a wider £8million investment that’s being pumped into the attraction.

The Have a Go Zone, where customers have previously been able to put their chocolate piping skills to the test, will also be enhanced.

Meanwhile, The Bournville Experience, which focuses on the Quaker ethics of the Cadbury family, will also be completely revamped, and Advertising Avenue will also be upgraded.

The revamped attractions are slated to open in March 2024.

Until the new ride opens, there are plenty of other attractions to keep visitors entertained, including the 4D Chocolate Adventure cinema and chocolate-making demonstrations.

Located in Bournville in South Birmingham, Cadbury World is the second-best attraction in the city, according to TripAdvisor.

The chocolate-themed attraction is often praised by holidaymakers on the review-sharing website.

One person wrote: “A great place to visit. The tour is great, and you get so spoilt on your journey that they put you into the perfect chocolate coma.”

Another added: “A nice family day out! We were all kept supplied with plenty of chocolate along the way.

“The best bit is the warm melted chocolate shot with a choice of toppings.”

While a third said: “Great time and experience at the factory. We loved having a go at how to spread the chocolate.”

A string of A-list celebrities have also visited the Birmingham attraction, including Princess Anne, Adele, Simon Pegg and Gwyneth Paltrow.

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.”

Entry tickets to Cadbury World cost £18.95 for a full-paying adult, when they’re booked in advance online.

Despite being the most well-known, Cadbury World isn’t the only chocolate-themed attraction in the UK.

Set at the top of the Shambles, York’s Chocolate Story lies in the heart of the city.

Visitors to the museum will be taken on a guided tour spanning three floors, and they’ll also get to eat some chocolate along the way.

The museum also runs seasonal activities throughout the year, including the Trick or Treat Trek that takes visitors on a chocolate tour through York.

York’s Chocolate Story is open between 10am to 4pm every day, with entry tickets costing £17.50 for a full-paying adult.

Meanwhile, Birmingham Museum & Art Gallery will gradually begin to reopen next month after being closed for nearly four years.

And an incredible 117-year-old Edwardian swimming pool is set to reopen in the city later this year.

Entry tickets to Cadbury World cost £18.95 for a full-paying adult


Entry tickets to Cadbury World cost £18.95 for a full-paying adultCredit: Alamy