Cadbury World will unveil a brand new immersive ride just in time for Easter.

There's a sweet treat in store for chocolate lovers, as the Cadbury Chocolate Quest opens to visitors on Friday, March 29.

The indoor trackless ride is the latest addition to Cadbury World, and part of an £8 million investment by Merlin Entertainments, which commenced operation of Cadbury World in January 2023.


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Tim Waters, regional director of the Birmingham cluster at Merlin Entertainments, said: "We are almost ready for action here at Cadbury World and the whole team is so excited to see all the hard work that has gone into this massive project come to life."

Images shared today from Cadbury World provide a sneak peek into the preparations ahead of the ride's opening.

Mr Waters added: "From polishing the cars and testing the flowing liquid chocolate, the team have been working round the clock to prepare the ride in time to welcome guests when it launches on Friday, March 29, we can’t wait to see Cadbury Chocolate Quest in action as we really feel it is a ride that will be enjoyed by everyone.”

The ride will also introduce visitors to 'Freddo' who sets them on a "choc-tastic mission".

Equipped with lasers, guests will embark on a quest through the chocolatey world in a Cadbury car, aiming to collect all the ingredients needed to make a bar of Cadbury Dairy Milk.

The adventure concludes with guests disembarking the ride to collect a Cadbury treat made with the ingredients they've 'collected' during their quest.

Complemented by 3D themed sets, virtual screens, and sensory elements such as lights, smells, and heat, the ride promises an interactive and entertaining journey through the chocolate-making process.