A new ride is opening in a few days at Cadbury World chocolate factory in Birmingham

A new ride is opening in a few days at Cadbury World chocolate factory in Birmingham

Cadbury Chocolate Quest gets ready to launch

A new ride is opening soon at Cadbury World in Birmingham.

Cadbury Chocolate Quest opens on Friday (March 29, 2024) for the Easter weekend.

And The Family Holiday Guide has some photos of the ride for fans of the chocolate experience to see.

The new indoor trackless ride has 3D themed sets and virtual screens and will be brought to life with sounds, lights, smells and heat making it an interactive and sensory experience. 

Riders will be set a mission by Freddo then travel in nine Cadbury cars to complete an immersive quest to collect all the ingredients needed to make a bar of Cadbury Dairy Milk using lasers to lap them up.

The ride features 23 cocoa pods, cheeky Buttons monkeys and most excitingly, the end of the ride features litres of liquid chocolate.

Putting the finishing touches to the new ride Chocolate Quest at Cadbury World, Birmingham

After disembarking, guests will collect a Cadbury treat made with all the ingredients they have ‘collected’.

Putting the finishing touches to the new ride Chocolate Quest at Cadbury World, Birmingham

Cadbury Chocolate Quest is part of a wider £8m investment for Cadbury World, with further ambitions for the long-standing attraction after its operation was taken over by Merlin Entertainments in January 2023.

Tim Waters, Regional Director of the Birmingham cluster at Merlin Entertainments, said: “The whole team is so excited to see all the hard work that has gone into this massive project come to life.

“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, 29th March.

“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.” 

Read our review of Cadbury World, which is a popular family attraction based in the historic village of Bournville, just outside Birmingham city centre, where visitors can learn all about the history, magic and making of Cadbury chocolate. 

Putting the finishing touches to the new ride Chocolate Quest at Cadbury World, Birmingham

With an assortment of interactive zones, a team of in-house chocolatiers, the on-site Cadbury World Café and African Adventure play area, plus the unmissable 4D Chocolate Adventure, there’s so much for visitors of all ages to see and do at Cadbury World. 

Review: Cadbury World, Birmingham – everything you need to know before visiting the chocolate attraction

Review: Cadbury World, Birmingham – everything you need to know before visiting the chocolate attraction

The complete guide to Cadbury World and top tips including how not to get confused and miss half the tour like we did


Cadbury World

What is it?

Cadbury World is a family attraction based around the famous British chocolate maker Cadbury.

It is not a tour of the actual chocolate factory which doesn’t open to the public due to food regulations.

Nor is it a theme park, although it does include a 4D cinema, a gentle ride and yes, some ‘free’ chocolate.

Instead, it is more of a museum or visitor centre – a trip through the history and making of chocolate and Cadbury confectionery.

Where is it?

There is only one Cadbury World and it is in Birmingham. Specifically, it is in the suburb of Bournville – the town that chocolate built – four miles south of Birmingham – in the grounds of the original Cadbury factory.

The village was founded by George Cadbury when he moved his chocolate factory there from Birmingham in 1879, with homes built to house Cadbury workers.

Some of my female ancestors worked at Cadbury including my great grandmother.

She was there for around 10 years before marrying in 1915 and one of her roles was to tie ribbons on the boxes of chocolates.

What did we think?

When you get out of the car, the sweet smell of chocolate tantalisingly fills the air and anticipation is high, particularly as this visit follows our recent viewing of the film Wonka.

But this is not a Willy Wonka-style chocolate factory. And sadly, you don’t get to see any chocolate being made or packaged.

As a reporter in the Midlands years ago, I once filmed inside the actual factory at Cadbury. Wearing a shower cap affair to cover my hair, I watched as Cadbury Creme Eggs were made and wrapped and it was a fascinating experience. I seem to recall that the main taster at the time, wasn’t too fond of Cadbury Creme Eggs, which I thought hilarious and a waste of an excellent job!

It’s a shame families don’t see any of this. What you do get is a history of cocoa beans in the Aztec Jungle, the Cadbury story and how the chocolate is made, over a series of different zones.

Exploring the Aztec Jungle at Cadbury World

Exploring the Aztec Jungle

I will run through all the highlights of our trip first but there were several downsides too, including confusion over the time to arrive, the busy outdoor area, the queue to get in and the fact a lot of visitors (nearly including us) missed a huge chunk of the experience due to bad signage (more on this in top tips).

But the children seemed to get a lot of out of it and are already keen to go back so I’m overall pleased that we made the effort to go.


*Do you get free chocolate at Cadbury World?!

Yes. You are welcomed into the tour with a handful of chocolate bars – we were given a Cadbury Wispa, a Dairy Milk Caramel and a Twirl each.

Brandishing 12 chocolate bars at us, we were given the option to buy a small purple Cadbury bag for £1 or a Cadbury tote bag for £2 to put them in – it feels a bit grabby of Cadbury not to present them in a free bag but hey ho.

Free chocolate bars at Cadbury World

Three ‘free’ chocolate bars per person included in the ticket cost

Then, during the tour you are offered warm, liquid Cadbury Dairy Milk in little cups with up to two toppings from a choice of chocolate buttons, fudge, mini marshmallows and crushed Oreos. Delicious but choose your toppings wisely, I felt the Oreo crumbs soaked up too much of the melted chocolate.

*The 4D Cinema

This is in the outdoor area and can be visited before or after (if not closed) your tour. Visitors wear 3D glasses, sit in motion seats and feel as if they are on a chocolate journey which includes a Crunchie rollercoaster.

The 4D cinema at Cadbury World

The 4D cinema


There is a section where you watch someone demonstrate how chocolates were made by hand using moulds, in years gone by, which I found interesting, given my family connection.

Chocolate demonstration at Cadbury World

Chocolate demonstration

*Drawing with chocolate

You can queue to have a few minutes drawing or writing in melted chocolate from a bottle.

Drawing a heart with melted chocolate at Cadbury World

Drawing with melted chocolate


There is a slow ride called Cadabra, where you sit two in the front and two in the back of a moving car around a track. This is a very gentle ride suitable for all ages.

The Cadabra ride at Cadbury World

The Cadabra ride

A new ride is due to open soon called Cadbury Chocolate Quest.

Top tips and downsides

Arrival time.

You would think an ideal arrival time would be shortly before the ticket entry time that you have carefully chosen, but you may be advised to get there much earlier.

When I happened to click on an instructions email on the morning of the day we were going (sent a few days earlier), it advised us to get there an hour and a half earlier if visiting in school holidays which we were (and 45 minutes earlier otherwise).

This is to ensure that you can enjoy the ‘outside activities’ before the tour, including the 4D cinema and play areas, as they may be closed afterwards.

We changed our plans to get there earlier, but wished we hadn’t (see the next top tip).

Outdoor Section

When we arrived at 1.45pm, the outdoor area was so crowded and noisy that it made for a stressful start to the day. We joined a long queue for the 4D cinema.

However, when we returned to the outdoor section at 4pm after our trip around Cadbury World, it was much quieter and there was no queue for the cinema at all.

So if you have children who would be at all sensitive to noise and crowding, check out the later cinema times and play area closing times before you arrive and consider doing this section later. It’s worth it even if you end up being stuck in Birmingham traffic afterwards.

A Cadbury shop front

A Cadbury shop front

Don’t miss any of the route!

It is a self-led tour, which led to some confusion on the day we were there.

Work was being carried out on a new area which may have caused the problem, but we and lots of other people exited the tour into the shop, having missed all the best bits.

I asked someone working there whether they no longer offered the melted chocolate in a cup (my best memory) and found out that we had taken a wrong turning, missing all the upstairs including the ride, demonstration and drawing with chocolate.

We were escorted back in and shown the right way but we had been following dozens of others who I am sure had done the same. I spoke to one woman later who had found the upstairs but still somehow missed the ride.

Tickets and queues

You must book tickets ahead of your visit, don’t just turn up. Even with booked time slots, we were queuing to get in for 10-15 minutes past our designated 2.30pm slot.

Buying chocolate

As well as the free chocolate, you can buy chocolate from the shop at the end or the factory shop if buying in bulk. Prices didn’t seem to be any different to supermarket prices.

You can also pre-order personalised chocolate items.

Cadbury chocolate bars over the years

Cadbury chocolate bars over the years

Cadbury World information

Merlin: Cadbury World is one of the attractions you can visit if you have a Merlin Annual Pass.

Parking: There is a free car park with lots of spaces.

Food: There is a cafe that you can visit on your way in or out, next to reception.

Character afternoon tea is available to pre-book on certain days (normally Monday to Friday, not in school holidays).

There are seats outside for anyone who takes a picnic.

Opening hours: Vary depending on the day, can be 9.30am-5.30pm or 10am-4.30pm, here are the up to date times.

Cost: Latest ticket prices here.

Best for: All ages.

Time needed: It took us an hour and a half to get around the main section, including queueing at the start, allow extra time for the outside section including 4D cinema and outdoor play area.

Access and restrictions: Cadbury World only allows one guest who uses a wheelchair or mobility scooter per timeslot. A wheelchair slot and a standard ticket have to both be booked.

There are some wheelchairs at reception that can be borrowed on a first come, first served basis.

Carer tickets are available if certain criteria are met.

Babies: Children two and under are free but still need a pre-booked ticket.

There are baby changing facilities in all the toilets. There is a baby feeding room in reception and pushchair access throughout.

Address: Cadbury World,  69 Linden Rd, Birmingham B30 1JR.

To book: Cadbury World

Now you can watch our Cadbury World video on Instagram, below, and don’t forget to like and subscribe, thank you!

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Cadbury Easter Egg Hunts 2019 – all you need to know about this year’s National Trust trails

Cadbury Easter Egg Hunts 2019 – all you need to know about this year’s National Trust trails

The popular Cadbury Easter Egg hunts will be held at over 260 National Trust sites for 2019

What are they?

The National Trust/Cadbury Easter egg hunts take place every year and prove really popular with young children and families (us included).

This year (2019) there will be trails at over 260 National Trust sites around the country.

The children are usually given a map and follow a trail around the grounds or through an historic house.

At some sites they may have to find letters to fill in on their sheet and solve an anagram, other times they have to find bunnies or eggs or answer clues – we sometimes attend two or three over Easter and each is different (yes we love them that much)!

The trust links up with Cadbury to provide chocolate prizes at the end of the hunts.

When is it?

Most hunts only run on the Easter weekend (April 19-22) from Good Friday to Easter Monday. At some larger sites, the hunts are on throughout the Easter holidays. If you are going outside of the Easter weekend then check in advance that a hunt is on via the website.

How much does it cost?

If you are a National Trust member, the sites are free to enter. Each Easter egg hunt does cost extra, usually between £2 and £5.50 per child.

Non-National Trust members must pay the admission price plus the egg hunt cost on top.

If you aren’t a member, choose a smaller site to do your hunt as it will be cheaper to get in.

What do you get?

All hunts end with a chocolate-based prize. This is usually a medium-sized Cadbury Easter egg or chocolate bunny, sometimes the children can select their prize from a box or pack.

When is the best time to go?

It is the busiest time of the year for many National Trust places so these sites get very busy if the weather is dry.

The best time to go is as soon as the sites open (usually between 10am and 11am). Alternatively consider going at the end of the day (last hunt times are usually 4pm) but be warned it has been known for sites to run out of eggs as prizes.

Can I park?

Unless you arrive early or late in the day, be prepared to queue to park your car or to park outside the grounds and walk. Consider a public transport alternative if there is one available.

What are the options?

With 260 places around the UK, there will be something fairly near to everyone. Below is a selection of the places available.


Nine locations including Osterley Park and house. Hunt costs differ at each site from £2 to £4.50.

Example hunt: Fenton Gardens. The closest site to central London where the trail goes through a sunken garden, ancient orchard and across lawns. Timed tickets on entry which are issued from 11am. Cost £3.


Nine locations within 20 miles of Birmingham.

Example hunt: Moseley Old Hall in Wolverhampton. You must complete a nature trail to find all the missing pieces and claim a prize. Cost £2.50


Nine sites within 30 miles of the city. Hunts cost £2.50 to £4 per child.

Example hunt: Biddulph Grange Garden. Follow a trail through tunnels, around hedges and along woodland paths to find the clues. Cost £2.50. The car park gets full fairly quickly.


Six sites within less than 30 miles.

Example hunt: Fountains Abbey, North Yorkshire. Find all the giant eggs, nests and feathers on the bird detective family trail to claim your chocolate treat. Costs £2.50


Four sites within 30 miles of Bristol.

Example hunt: Prior Park Landscape Garden, Somerset. Follow a trail around the garden to find a bird with their nests to receive a prize at the end. Cost £2.50.


Four sites within 10 miles of the city centre.

Example hunt: Greenbank Garden. Follow a bunny’s clues and complete an adventure to win a chocolatey prize. Cost £2.


Two sites close to the city with four more between 40 and 50 miles away.

Example hunt: Tredegar House. Staff have hidden different types of eggs around the garden and visitors need to find them and work out who they belong to Cost £2.50.


Six sites within 20 miles of the city.

Example hunt: Washington Old Hall has a garden nature trail with clues to solve for visitors. Cost £2.50


Nine sites around Norfolk and Suffolk to explore with hunts and prizes.

Example hunt: The theme this year is the butterflies and moths found at the estate. The hunt takes place around the springtime garden. Cost £2.50.

Cadbury Easter Egg Hunt extra information

Where is your favourite site for an Easter Egg hunt?

Cadbury Easter Egg Hunt logo