Overview
Cadbury's planning for a new chocolate-based attraction commenced in 1988, with the Bournville site decided upon. Cadbury World was opened on 14 August 1990 by Morgan Anderson on Cadbury's Bournville manufacturing site at a cost of £6 million. [3] The attraction has expanded and developed its content through 'continuous improvement'. [4] It was formally opened by then Prime Minister John Major on 12 April 1991. [5]
Cadbury World has gone on to become one of Birmingham's largest leisure attractions. Over 500,000 people visit there each year especially children and students. The estate features a respected education programme (linking back directly to the educational advancements and interests of the company's original founders). Cadbury World provides a Chocolate afternoon tea. [6]
Whilst not a factory tour, Cadbury World offers its visitors the opportunity to explore and discover chocolate's history, and to learn about the origins and story of the Cadbury business, which is now part of Mondelez, the world's second largest confectionery manufacturer. [7]
In 2022, it was announced that Merlin Entertainments were to take over the running of the attraction, subject to the approval of the Competition and Markets Authority. [8]
Fourteen Zones
Cadbury World features 14 zones which tell the story of chocolate and the Cadbury business through various static sets, animatronics, video presentations, multi-sensory cinema, interactive displays and activities, and staff demonstrations.
In August 2019, Heritage Interactive installed seven interactive panels in the Aztec Jungle. These zones also include "The Bournville Experience" (Opened in 2007 replacing the Cadbury Collection Museum), which explains the background to the development of the site on which it is located and "4D Chocolate Adventure", constructed in 2014 and replacing "Essence" which in turn replaced "Cadburyland" before it, and which incorporates a 3D cinema.