We were invited to experience the new ride and discover everything else at Cadbury World, an attraction that takes visitors on a journey from the origins of the cocoa bean and the founding of Cadbury, to the process of making chocolate and how it has been marketed over the years.

Cadbury World in Birmingham is a self-guided experience where you'll learn all about Cadbury chocolate. The attraction features various chocolatey zones, including the recently revamped Bournville Experience and Have A Go area.

It was brilliant to see so many character meet and greets, skilled chocolatier demonstrations and hands-on activities at the attraction. There was plenty of chocolate to try along the way - including a yummy pot of warm liquid Cadbury Dairy Milk with a choice of toppings!

Our 4-hour visit to Cadbury World gave us enough time to enjoy the main attraction, check out the Cadbury World Café and Shop, and follow the Bournville Heritage Walk into the village and see Selly Manor.

Cadbury Chocolate Quest

This all-new interactive ride is part of an £8 million investment in Cadbury World by operator Merlin Entertainments. It has replaced the former Cadabra ride, which closed after 27 years.

Guided and encouraged by the beloved Cadbury character Freddo along with his team of very adorable Cadbury Buttons monkeys, riders use 'Cadbury Collectors' to gather cocoa pods and milk and eventually combine them to create a delicious Cadbury treat.

A combination of scent, wind, heat and other special effects in the ride are in play through six interactive scenes. Nine trackless and specially designed ETF Multi Mover ride cars provide a throughput of 600 guests per hour. 

Working from Merlin Entertainments’ initial designs, Alterface then helped refine the project, assumed project management responsibilities, coordinated and subcontracted suppliers for media, lighting, audio and the ride system, ensured that the ride adhered to all gameplay and interactivity standards, and powered the ride and its effects through their Salto show control technology.

Beyond the entertainment and educational aspects, the ride also makes a statement about inclusivity, having a wheelchair compatible ride car and subtitles throughout the experience.

The Making of Cadbury Chocolate Quest

Tim Waters, Regional Director, Merlin Entertainments:

“Part of our ambitious plans for Cadbury World, the new ride is an opportunity for our guests to enjoy a whole new chocolatey experience, with even more fun along the way. We're excited for our guests to discover what’s in store at our attraction this year.”

Benjamin Walravens, Show Producer, Alterface:

“We worked directly with Theodore Papadopoulos from Merlin Magic Making, who came to us with the concept design. Theo was in direct contact with Mondelez International, who owns the Cadbury brand, and made sure that what we proposed was approved by all stakeholders. Merlin Entertainments and Mondelez were great partners, making sure that the final design met their expectations, whilst giving us room for creativity.”

“As it happens, Freddo was a perfect match for the storytelling part of the ride, and his team of Buttons monkey friends were just what we needed to bring some fun and mischief to the scene. The animators from 1050 studio created the monkeys to be the cutest and funniest characters I've worked with so far.”

Louis Vanhomwegen, Project Manager, Alterface:

 “Inclusivity is integral to the Cadbury identity and we worked very closely with Merlin Entertainments on this. There are special armrests on some seats to allow easier access, one of the cars is a new design compatible with wheelchairs, and subtitles are on all of the screens so that those with hearing difficulties can fully participate in the adventure. The wheelchair car is something truly unique, specially designed and integrated in the ride.”

Malique Williams, Project Manager, WT Partnership:

“Alterface brought the ride to life with its lighting, music and screen design. Guests have an interactive experience well suited to the story we are trying to portray: how to make your perfect Cadbury Dairy Milk chocolate bar!”

Stephane Battaille, CEO, Alterface:

“Creating a great interactive dark ride is very much like making delicious chocolate. You begin with a recipe or a design, recruit top quality chocolatiers or vendors, add the best possible ingredients, whether cacao beans and milk or interactive technologies, special effects and trackless cars.”