A chocolate ride is to open at Cadbury World in Bournville, near Birmingham, UK.
The immersive ride is to be named Cadbury Chocolate Quest and will be in operation by spring of this year.
Riders will be set a mission by Freddo, the chocolate character, to find and collect all of the ingredients needed to make a bar of chocolate. Afterwards, they will be invited to actually make their chocolate bar with the ingredients that they have collected.
The ride uses 3D imagery and virtual screens, aided by sound and lighting effects, plus smells and heat to guarantee a sensory experience. The ride will replace the existing Cadabra that has entertained over 14 million visitors in 27 years.
Cadbury’s is investing £8m in the chocolate-themed centre through Merlin Entertainment, the operator that took over running of Cadbury World just over a year ago. Other investments include improvements to the Have a Go Zone, the Bournville Experience and Advertising Avenue.
