New ride part of £8m of investment set for Cadbury World

Cadbury World is set to receive an £8m investment that will deliver a new attraction: Cadbury Chocolate Quest.

The Cadabra ride, which has seen more than 14 million guests over the last 27 years, is closing its tracks. A-list guests such as Princess Anne, Adele, Simon Pegg and Gwyneth Paltrow have experienced the attraction.

Merlin Entertainments commenced its operation of Cadbury World in January 2023 after acquiring the operations and brand licenses.

The theme park operator says it’s aiming to bring in expertise in guest experience and inject financial investment to help with growth and attraction-wide improvements.

Set to open in Spring 2024, the new ride will see guests set a mission by the iconic Cadbury character Freddo before they come aboard a Cadbury car and complete an immersive quest to collect ingredients needed to make a bar of Cadbury Dairy Milk, using lasers to zap them up.

Guests will then disembark the ride and collect a Cadbury treat made with all the ingredients they have ‘collected.’

Other investments set to be made include the Have a Go Zone, a revamped Bournville Experience and an upgraded Advertising Avenue. Guests can also experience a 4D Chocolate Adventure cinema and chocolate making demonstrations.

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.”

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