Cadbury World in Birmingham is introducing a new ride called Cadbury Chocolate Quest as part of Merlin Entertainments‘ £8 million investment into the visitor attraction.
The new trackless indoor ride is scheduled to open this spring following the closure of the 27-year-old Cadabra ride. More than 14 million guests have taken a tour on Cadabra since its opening at Cadbury World.
Cadbury Chocolate Quest will offer an immersive and interactive ride experience through 3D sets and virtual screens. The attraction will also use sensory elements such as sound, light, scent and temperature.
Visitors will embark on a mission set by Cadbury character Freddo. After this, they board a Cadbury-themed ride car for a quest to collect the ingredients to make a bar of Cadbury Dairy Milk, using lasers to gather them.
At the end of the experience, guests will receive a Cadbury treat made with the ingredients collected on the ride.
Merlin started running Cadbury World in January last year after acquiring the operations and brand licences for the UK attraction from Mondelēz International.
“We’re delighted to announce the upcoming opening of Cadbury Chocolate Quest,” said Tim Waters, regional director of the Birmingham cluster at Merlin.
New trackless indoor ride
“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 Cadbury Chocolate Quest ride, Merlin will enhance Cadbury World’s chocolate-making zone, revamp the Bournville Experience, and upgrade Advertising Avenue.
Images courtesy of Merlin
