Cadbury World to open huge new immersive ride with lasers and chocolate
A new immersive chocolatey ride has been unveiled at Cadbury World.
The sweet-treat themed attraction in Bourneville, Birmingham has been given a makeover thanks to £8million of investment. It has also installed a new ride, Cadbury Chocolate Quest.
Open from this spring, the theme park says the ride " guests an immersive, interactive and educational experience, suitable for all the family, and full of chocolatey fun and surprises."
The new trackless indoor ride takes guests on a choc-tastic mission set by the iconic Cadbury character and mark of inflation 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.’ Using a combination of 3D sets and virtual screens, the ride will be brought to life with sounds, lights, smells and heat making it an interactive and sensory experience.
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Visitors to the park can meet with Freddo the frog (Handout)Cadbury Chocolate Quest will take the place of 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 guests such as Princess Anne, Adele, Simon Pegg and Gwyneth Paltrow.
The new ride is part of wider investment for Cadbury World, after Merlin Entertainments took over operations of it a year ago.
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."
Other upgrades include improvements to the interactive Have a Go Zone, a completely revamped Bournville Experience and an upgraded Advertising Avenue. Guests can also experience the 4D Chocolate Adventure cinema and chocolate making demonstrations.
Advance tickets to Cadbury World can be bought online for £18.95, or £28 with afternoon tea included if you fancy a more quintessentially British experience.
The theme park is located in Bourneville as that is where, in 1879, Richard and George Cadbury decided to move their expanding business - opting to take the plant from Birmingham's city centre into the countryside four and a half miles away. The name of the suburb has become etched into the minds of the British public thanks to the Cadbury bar made in homage to it.
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