POPULAR West Midlands attraction, Cadbury World, has unveiled a new chocolate adventure zone.

The new zone, entitled 4D Chocolate Adventure, features an interactive cinema experience which invites visitors to join a host of familiar Cadbury characters on an adventurous chocolate journey.

Visitors will get the opportunity to experience the feeling of diving into a pot of melted Cadbury Dairy Milk chocolate, riding the Crunchie Rollercoaster and taking to the skies in a Cadbury Creme Egg airship piloted by the Caramel Bunny.

Seating 60 visitors, the auditorium offers the full 4D experience including a state of the art production, motion seats, surround sound and effects.

Diane Mitchell, marketing manager at Cadbury World, said: “The attraction’s main aim has always been to bring chocolate to life for our visitors and so we’re particularly excited that we’ve now been able to take this to the next level and really give families a Chocolate Adventure they won’t forget.

“The effects are fantastic and I really felt like I was riding the Crunchie Rollercoaster.”

The zone will also feature a number of interactive digital games including a Joy-O-Meter and chocolate tracing game.

Families can also have a go at creating their own futuristic bar of virtual 3D Cadbury chocolate featuring new ingredients including glow in the dark chocolate and ever-morphing fondant.

Based in Bournville, Birmingham, the attraction offers over 600,000 annual visitors the chance to explore the making of Cadbury chocolate through its fourteen zones including the Aztec Jungle and Cadabra ride.

Earlier this year it also unveiled a newly revamped Chocolate Making zone, where visitors could choose from a range of treats to add to a pot of warm liquid Cadbury Dairy Milk chocolate.

Cadbury World also hosts a number of themed weekends throughout the year and this summer will be welcoming children’s characters Sooty and Zippy to entertain visitors on selected weekends.

For more information visit cadburyworld.co.uk