School children will uncover what ingredients goes into making a bar of Dairy Milk aboard a new educational ride to open at the Birmingham attraction.

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

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

Set to open this spring, the trackless ride will see students 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, as well as lasers, 3D sets and virtual screens. 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.

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.

The new ride is included in the price of admission, with schools able to book a one-hour educational workshop to complement the visit, within a themed classroom setting.

Workshop examples include Bean to Bar (KS1 & 2) where pupils learn about the origins of the cocoa bean, while KS3 & 4 options include dedicated talks on a range of topics from food technology to marketing.  

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.

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

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