New Cadbury World ride set to open in Birmingham as part of £8m investment - here's when

A new ride called the Cadbury Chocolate Quest is set to open at Cadbury World this spring.

The ride will open in the Bournville family-fun attraction in spring 2024 following the closure of the 27-year long-standing Cadabra ride.

The new ride will see guests set a choc-tastic mission by the iconic Cadbury character Freddo before they jump aboard a Cadbury car and complete an immersive and entertaining quest to collect all the delicious ingredients needed to make a bar of Cadbury Dairy Milk, using lasers to zap them up. 

After travelling through the quest, guests will then disembark the ride and collect a Cadbury treat made with all the ingredients they have ‘collected.’  Using a combination of 3D sets and virtual screens, the ride will be brought to life with sounds, lights, smells and heat making it a truly interactive and sensory experience. 

The new trackless indoor ride forms part of a wider £8 million investment into Cadbury World, which will be rolled out over the course of this year by Merlin Entertainment.

Cadbury Chocolate Quest will take the place of current ride, Cadabra, which is closing its tracks after 27 years. Since its doors opened in 1997, over 14 million guests have experienced the Cadabra ride including A-list guests such as Princess Anne, Adele, Simon Pegg and Gwyneth Paltrow. 

What's been said about the Cadbury Chocolate Quest?

Speaking about the launch of the new ride, Tim Waters, Regional Director of the Birmingham cluster at Merlin Entertainments, said: “We’re delighted to announce the upcoming opening of Cadbury Chocolate Quest. The new ride will be an opportunity for parents to take their children through a whole new chocolatey experience, with even more fun along the way!

"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.”

In addition to the brand-new immersive ride, new investment will see extensive enhancements to the interactive Have a Go Zone, a completely revamped Bournville Experience and an upgraded Advertising Avenue.