Alterface Interactive Dark Rides

Cadbury Chocolate Quest, Cadbury World, UK

Cadbury Chocolate Quest Dark Ride


Highly inclusive ride
Accessible gameplay for all

Strong Iconic IP

The new Cadbury Chocolate Quest ride at Cadbury World near Birmingham, UK takes budding chocolate makers on a fun, interactive journey to source the ingredients to make a Cadbury Dairy Milk bar. Cadbury Chocolate Quest ride at Cadbury World near Birmingham, UK takes adventurous “chefs” on a wild, interactive journey to source ingredients and make world-famous chocolate.  Working from Merlin Entertainments’ initial design, Alterface helped refine the project, assumed project management responsibilities, coordinated and subcontracted suppliers for media, lighting, audio and the ride system, ensured the ride adhered to gameplay and interactivity standards, and powered the ride and its effects through their SaltoTM show control technology. Scent, wind, heat and other special effects in the ride are in play through six interactive scenes. Nine trackless and specially designed ETF Multi Mover cars provide a throughput of 600 guests per hour. Guided and encouraged by the beloved Cadbury character Freddo and his team of Cadbury Buttons monkeys, riders use “Cadbury Collectors” to gather cocoa pods and milk and eventually combine them to create a delicious Cadbury treat.

The Cadbury Chocolate Quest ride not only offers entertainment and educational value but also emphasizes inclusivity. Close collaboration between Alterface and Merlin Entertainments has ensured accessibility for all riders. Special armrests have been installed on certain seats for easier access, and a new car design accommodates wheelchairs. Additionally, subtitles are provided on all screens for guests with hearing difficulties. These enhancements aim to ensure that every guest can fully enjoy the Cadbury Chocolate Quest experience, regardless of any physical or sensory challenges they may have.


Design: Merlin Entertainments
Media Studio: 1050 Studio
Ride Vendor: ETF
Footprint: m² ( ft²)
Throughput: 600 pph
Duration: 3,45min.

Interactive device: Portable device
Number of Vehicles: 9 Multi-mover
Vehicle Capacity: 6 players per vehicle
Media: 2D
Number of interactive Scenes: 7
Number of screens: 8
Physical targets: Yes 
Hall of fame: Yes
Special feature: Specially designed
wheelchair-compatible vehicle

Track layout Cadbury Chocolate Quest

You begin with a recipe or a design, recruit top quality chefs or vendors, add the best possible ingredients, whether cacao beans, sugar and milk or interactive technologies, special effects and trackless cars.” In this case, he said, we assembled a team of all stars and together we have created a delicious new experience for park guests.

Stéphane Battaille, CEO Alterface

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