Cadbury World is a visitor centre devoted to Cadbury's chocolate - how chocolate is made, where it comes from and the role of the Cadbury family in developing chocolate. Now in its 12th year, it is a fun experience for adults and children.
Initially from the outside it resembles a motorway service station - nothing like Willy Wonka's Chocolate Factory - however it is an education centre, a good family day out and a great marketing exercise for Cadbury.
It is open most of the year, but it is advisable to book in advance on-line through their website. They have timed entry with a limited number of people allowed to go in at different time slots. To be sure you can go in when you want to, book before your visit.
The experience begins with a stroll through a mock-up of the Aztec jungle over board walks and waterfalls in search of the cocoa bean. They give you a bag of chocolate products before you enter, so you have something to munch on as you go around.
You see the Emperor Montezuma and find out who was responsible for bringing the secret of chocolate back to Europe.
From here, you enter a series of inter-connecting video rooms, each giving a different angle on the story of the Cadbury factory and its origins. The original Mr Cadbury was a Quaker called John, who opened a shop in Birmingham in 1824. People flocked to buy his chocolate and he eventually set up a factory in Bournville, where it remains to this day.
From this point you leave the history of chocolate and the tour focusses on Cadbury itself. The village of Bournville was built by George Cadbury, son of John, to provide a place of "sun, light and air" for his factory workers. The village to this day remains largely Quaker and the train station is painted in the Cadbury colour of purple.
The next auditorium has a scientist on screen telling you where beans come from and what happens to them in the chocolate making process. The theatre has special effects - we enjoyed getting jiggled around on our seats like cocoa beans.
At this point you are given another bar of chocolate to eat, while you enter the Cadbury packaging plant.
Regulations do not allow them to take you into the whole factory, but you take a specially created route through a section of the moulded factory to see how some of the bars are wrapped and packed. It is interesting to watch the chocolates whizzing along the conveyor belts and the smell is delicious.
After this there is a little ride through Beanville - this is very much aimed at young children. You travel in cars through a land where cocoa beans wave at you, pop up and whizz down mountains on skis.
They have a demonstration area where you can see chocolatiers in action making and decorating specialist chocolate products. There is also an area where you can write your name in liquid chocolate - easier said than done!
Purple Planet is an interactive exhibition area - we most enjoyed "growing" cocoa beans and making statues of ourselves in chocolate.
Outside the main building there is a nice children's playground where they can run off some steam before going into Essence - another exhibit where they tell you the secret behind Cadbury's most famous bar of chocolate - Dairy Milk. When you leave this area they give you a tub of warm liquid chocolate - you can add biscuit, mint chips, jelly babies or a number of other things to make your own concoction.
There is also a Bournville exhibition in this area. Most people seemed not to vist, but I found this one of the most interesting parts of the day. They have information and exhibits all about Bournville village - the history behind it, why the Cadbury family built it for their employees and some interesting stories. We liked the story where if a poor employee did not have enough money to pay his rent, he could use fruit from the 3 fruit trees all houses had in the gardens to supplement it.
This exhibition is perhaps not so interesting for young children, but the exhibition area has large windows looking into the factory, so while we read the information, our son enjoyed watching the giant robot arms whizzing around and packing the chocolate.
There is also a fun interactive area here where you can design your own packaging and advert for a Cadbury chocolate product. It then appears in the window of a little shop.
We arrived at Cadbury World at 1pm and left at 5pm. This was enough time to do everything without rushing, and also to have a stroll around the "Birdcage Walk" - a walk around the outside of the factory which is interesting.
by Joy S on November 6, 2008
Cadbury World
Linden Road (Bournville) Birmingham, England B30 2LD
+44 (121) 451-4159