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Bournville, UK – In a significant milestone for confectionery tourism, Cadbury World, the renowned chocolate attraction, is preparing to commemorate its 35th anniversary. Established in 1990 by iconic chocolatier Cadbury, the Bournville-based site has become a beloved destination for millions. Ahead of the celebrations, we delve into the attraction’s history and highlights with insights from Gerrard Baldwin, the General Manager who has been an integral part of Cadbury World since its inception.
Celebrating 35 Years of Cadbury World: A Journey Through Sweet Memories
As Cadbury World approaches its 35th year, Gerrard Baldwin, the long-serving General Manager, reflects on his remarkable journey with the attraction. Having dedicated nearly 49 years to Cadbury, Gerrard shared his cherished memories before his recent retirement. He began his Cadbury career at 16, quickly advancing through the management training program. His initial secondment to help launch Cadbury World in 1990 turned into a 35-year commitment.
Stepping into the Unknown: The Early Days
Recalling the opening day, Gerrard remarked on the pioneering nature of the project. “It was demanding,” he explained, “as Cadbury was fundamentally a chocolate manufacturer, not a leisure operation. Venturing into the attractions sector was truly uncharted territory for us.”
In 1990, after more than a century as one of the UK’s most iconic chocolatiers, Cadbury ‘stepped into the unknown’ and opened its first-ever attraction – Cadbury World
Gerrard Baldwin, Cadbury World’s General Manager, (pictured above) has worked at the attraction since it opened its doors
As the Bourneville site prepares to celebrate its 35th anniversary, MailOnline Travel is taking a trip down memory lane
Visitor Milestones and Immersive Rides
Within the first ten days, Cadbury World welcomed over 20,000 visitors. Since then, visitor numbers have exceeded 18 million. Gerrard also oversaw the debut of Cadabra in 1997, the attraction’s first ride, which he considers a crucial initial foray into “immersive amusement.”
Cadabra has since been succeeded by the Cadbury Chocolate Quest, an interactive ride where guests gather virtual ingredients to create their personalized Dairy Milk bar.
Chocolate Masterpieces and Celebrity Encounters
Another highlight for Gerrard has been collaborating with Cadbury World‘s master chocolatiers. These skilled artisans are responsible for crafting extraordinary chocolate creations, including an impressive 80kg dinosaur.
“Memorable creations include the Apollo 11 mission and a remarkably detailed replica of Shakespeare’s Globe Theatre,” Gerrard noted. “The team’s talent is truly exceptional.”
Over the years, Cadbury World has drawn numerous celebrity visitors, with names such as Gwyneth Paltrow and Adele gracing its halls.
“John Major officially opened the attraction in 1991, marking our first celebrity association. Princess Anne was the first royal visitor I hosted, and she was absolutely delightful,” Gerrard recounted.
Peter Andre’s Visit: A Social Media Frenzy
When asked about the celebrity arrival that generated the most excitement, Gerrard recalled Peter Andre’s visit with his children. “Within ten minutes of his arrival in the foyer, social media platforms erupted,” he said. “By the time he was ready to leave, the shop was overwhelmed. People even arrived from outside the attraction just to catch a glimpse of him.”
The attraction’s shop is a highlight for many of its guests
Within the attraction’s first 10 days of opening, more than 20,000 guests visited. Since then, more than 18 million guests have crossed its doors
Celebrities have travelled to the attraction over the years, with Adele and Gwyneth Paltrow among the visitors
Gerrard’s Sweet Tooth and Fondest Chocolate Memories
Having worked at Cadbury World for 35 years, Gerrard, who openly admits to having a “very sweet tooth,” has sampled almost every Cadbury product. While appreciating many, Cadbury Caramel holds a special place for him.
When asked about a discontinued Cadbury product he’d like to see reintroduced, Spira immediately came to mind. “Spira, with its hollow centre, was unique. People used it to sip hot chocolate, allowing the chocolate to melt into the drink, enhancing the chocolate flavour,” he explained.
“I’ve always been surprised it hasn’t been revived. It was a fantastic product, but tastes evolve, and product lines must adapt.”
Cadbury World was officially opened by Prime Minister John Major in 1990
Cadbury World is home to master chocolatiers and guests get to taste the company’s products
Farewell, But Not Goodbye
After over three decades at Cadbury World, Gerrard expressed that he will profoundly miss his “fantastic colleagues” in retirement.
However, it seems unlikely to be a permanent farewell. “I received a lifetime voucher last night, so I anticipate returning,” he shared. “My grandchildren are growing up, but visits to Cadbury World remain a popular request.”
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