Choctastic New Ride Launches At Cadbury World This Easter

Ahead of the chocolatiest weekend of the year, Cadbury World unveils the brand-new ride, Cadbury Chocolate Quest, inviting members of the public to visit from Friday 29th March when it officially opens to the public, ready for the Easter weekend.   

It’s already had a showbiz packed start to life, with the Bournville based attraction welcoming a number of well-known faces earlier today. TOWIE’s Amy Childs, enjoyed a family day out with her daughter Polly, and were some of the very first people to enjoy the new ride. Cadbury Chocolate Quest sees 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.  

Polly enjoyed her first taste of the new ride, while mum Amy could be seen celebrating the grand reveal with Cadbury’s very own Freddo! The star shares a joyous smile as she wears a long white blazer and black one piece on her day out to the family-fun attraction.  

Cadbury Chocolate Quest is clearly set for stardom as the ride was also revealed live on ITV’s This Morning by fan favourite and winner of last year’s I’m a Celebrity, Sam Thompson, earlier today. Sam was like a kid in a sweet shop going behind the scenes of the world-famous attraction. The excitable presenter was also left speechless at an intricate chocolate recreation of his This Morning co-stars Cat Deeley and Ben Shephard. To celebrate Sam’s visit and the immersive ride launch, the team of talented chocolatiers at Cadbury World had masterfully created a replica of the famous This Morning sofa complete with the presenters seated on it – made completely from chocolate. 

Opening in line with the chocolatiest weekend of the year, from Friday 29th March, guests will experience an unforgettable chocolate themed journey. Guests will hop aboard a six-seater car and be introduced to the iconic character, Freddo, who sets a choc-tastic mission to zap-up the ingredients used to make a Cadbury Dairy Milk bar.  


The new ride opening is part of a wider £8m investment for Cadbury World, and in line with 200 years of the Cadbury brand this year, with further ambitions for the much-loved, long-standing attraction. Merlin Entertainments commenced operation of Cadbury World in January 2023 and is accelerating success by bringing in expertise in guest experience and injecting financial investment to help with growth and attraction-wide improvements.  

“It’s here! The car doors are open, the chocolate waterfall is flowing, Freddo has been briefed, and the Cadbury Dairy Milk ingredients are ready to be zapped up– we’re so excited that the Cadbury Chocolate Quest ride is now open and what a morning we’ve already had! 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. If Sam Thompson’s and Amy Childs and her family’s reactions are anything to go by – our guests are in for a fabulous choc-tastic treat!”

Tim Waters, Regional Director, Birmingham Cluster, Merlin Entertainments

Cadbury Chocolate Quest is replacing the attraction’s 27-year-old ride, Cadabra, which closes its doors today. Other brand-new areas for guests to enjoy include the revamped Bournville Experience where guests can learn more about the Cadbury family heritage, and the new Have a Go Zone where guests can test their chocolate making skills.