One of Birmingham's most popular attractions has a nnounced a £2 million investment programme and plans for two new features after enjoying a record year for visitors.
More than half a million people visited Cadbury World during 2004, and the Bournville-based chocolate-themed attraction will unveil its two new additions later this year as part of a massive refurbishment programme.
Opened in 1990, Cadbury World has become one of the largest indoor paid visitor attractions in the UK.
General manager Gerrard Baldwin yesterday announced the cash injection and the launch of the two new attractions - Cadbury World Essence and Purple Planet.
He said: "A continuous programme of investment and growth has ensured that Cad-bury World has gone from strength to strength over the past 15 years and 2006 will be no exception.
"Our £2 million refurbishment will see the launch of two major new attractions."
Essence, which is due to open next month, will give visitors a taste of the past by taking them back to the early 1900s to discover the secrets that lie behind the creation of Cadbury Dairy Milk.
Visitors will then be given the opportunity of creating their very own dream chocolate product, by combining liquid milk chocolate with a variety of additional taste sensations.
Purple Planet is expected to be launched in April and will be the exciting finale feature for visitors to the Cadbury World exhibition.
Details of the interactive area are currently being kept under wraps, but Cadbury officials claim it will offer "an amazingly indulgent experience of chocolate that is out of this world".
Cadbury World remains the only purpose-built visitor centre in the UK devoted entirely to chocolate.
A large proportion of the seven million people who have visited Cadbury World since 1990 are re-visiting the venue as new attractions are introduced, according to research by the centre.
Cadbury World cost about £6 million to design and build and was one of the UK's first leisure attraction to introduce a telephone booking system.
Attractions at Cadbury World include the Cadabra, a gentle ride through a magical Chocolate Wonderland, and a Chocolate Coronation Street, which features in Cadbury's sponsorship credits.
The Cadbury World exhibition is a one-way self-guided tour visitors can enjoy at their own pace. The average tour is currently one hour, but after the new attractions are launched the experience will take around three hours.
Essence and Purple Planet will replace the Cadbury Land and Fantasy Factory exhibitions.
Mr Baldwin said: "Our two new attractions come hot on the heels of recent improvements to Cadbury World including the refurbishment of the Aztec jungle, the introduction of Flex 6 in his 3D show, and the opening of the Cadbury Dairy Milk Centenary Time tunnel.
"We are constantly improving our product to ensure that we deliver better value for our visitors and our record visitor numbers are testimony to this approach."