Cadbury World in Bournville, Birmingham has announced that a brand new chocolate themed ride will be landing at the attraction for this year – Cadbury Chocolate Quest!

Due to open in Spring 2024, this trackless dark ride will combine three dimensional physical sets, virtual screens and interactive lasers to collect the ingredients needed to make a bar of Cadbury’s iconic Dairy Milk. This chocolatey new ride will see guests led on their mission by the legendary Cadbury character Freddo, a delicious figure from many of our childhoods!

Cadbury Chocolate Quest will replace the attraction’s dark ride, Cadabra, which opened 27 years ago – since its doors opened in 1997, over 14 million guests have taken a ride! Cadabra took riders on a magical chocolatey journey into a world of cocoa beans and milk, deep into the story of Cadbury. Whilst we will miss the iconic purple cars of Cadabra, this new attraction will continue the delicious legacy of the Cadbury World dark ride!

The new ride for Cadbury World is part of an £8m investment for Cadbury World that will also see improvements across the attraction. Enhancements to the Have A Go Zone of the attraction, a completely revamped Bournville Experience and an upgraded Advertising Avenue are also expected as part of this wider revamp for the attraction. On top of this, the chocolate making demonstrations and 4D Chocolate Adventure cinema will continue to have a presence at the attraction!

Speaking about the launch of this exciting 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.”

Will you be taking a trip to Cadbury World this year to experience this exciting new UK dark ride? Let us know on our social media channels!
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