Lasers, 3D sets and virtual screens will be part of the new ride at Cadbury World in Birmingham, where guests will uncover what ingredients goes into making a bar of Dairy Milk.

An impression of how the Cadbury Chocolate Quest ride will look when complete

When complete, visitors will journey through a multi-sensory experience to find out what goes into creating a bar of Cadbury Dairy Milk.

Set to open this spring, the trackless ride will see visitors set out on a mission which is given by the Cadbury character Freddo, before they jump aboard a Cadbury car and complete an immersive quest to collect all the ingredients needed to make a bar of Cadbury Dairy Milk, using lasers to zap them up.

The ride will be brought to life with sounds, lights and smells and as riders disembark their car, they will be able to collect a Cadbury treat made with all the ingredients they have ‘collected’. 

Cadbury Chocolate Quest will take the place of current ride, Cadabra, which is closing after 27 years. 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.

An impression of how the Cadbury Chocolate Quest ride will look when complete

Every guest will leave with a Cadbury treat after the experience.

The new ride is included in the price of admission, with groups able to book a heritage tour and light afternoon tea package, which involves a member of the Cadbury World team taking your members on a walking tour of the local area to discover more about its links to the brand.

Other perks for groups of 20 or more people include a free place for the group travel organiser, plus discounted admission for all members.

Tim Waters, regional director of the Birmingham cluster at Merlin Entertainments, said: “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.”

The new ride is part of a wider £8 million investment for Cadbury World, which will see extensive enhancements made to the Have a Go Zone, a completely revamped Bournville Experience and an upgraded Advertising Avenue.

Guests can also experience the 4D Chocolate Adventure cinema, chocolate making demonstrations, and more on a visit. 

For more information about group visits to Cadbury World, go to