Cadbury World in Birmingham (England) has celebrated the opening of a brand new dark ride today. Cadbury Chocolate Quest is an interactive dark ride that will immerse riders into the world of chocolate and have them gather the ingredients for the famous Cadbury-chocolate bars. The new attraction is set to replace the current Cadabra-dark ride.
Cadbury World is a visitor attraction that was created by the Cadbury Company, a chocolate and sweets manufacturer from Birmingham. Cadbury is one of the biggest confectionery brands in the UK and last year the company became part of the top 20 most valuable food brands world wide. Cadbury’s attraction opened in 1990 and, even though it’s not at a factory facility, revolves around the fabrication process of chocolate. in 1997 the attraction added a dark ride called Cadabra.
In 2022, Cadbury and Merlin Entertainments announced that Merlin would take over the operation of the attraction, while Cadbury remained the official owner. Two years later, Merlin Entertainments decided to replace the existing dark ride with a new one: Cadbury Chocolate Quest.
Riders of new dark ride will meet the iconic Cadbury character Freddo and go on a mission to collect all the delicious ingredients that are needed to make a bar of Cadbury Dairy Milk. Guests will encounter multiple interactive multimedia scenes where they can use their lasers to zap up and collect the ingredients.
“A lot of hard work has gone into building this highly anticipated immersive ride and we’re delighted to now unveil this unforgettable experience, on Good Friday, for all guests to enjoy the magic of Cadbury World.” said Tim Waters, Divisional Director, Birmingham Cluster in a LinkedIn-post. Cadbury Chocolate Quest is an interactive dark ride. It features a trackless ride systems by the Dutch ETF Ride Systems and interactivity by Belgian company Alterface.
