Cadbury World prices that leave a bitter taste

THE chocolate factory is just yards away, but visitors to the Cadbury World gift shop are being charged up to 50 per cent more than in supermarkets.

Examples include a bag of Caramel Nibbles – one of the snacks made at the Bournville plant in Birmingham – costing £1.50 in the gift shop but £1 in Asda, Tesco or Sainsbury’s. Meanwhile, a 300g Big Taste Bar costs £2 in Asda but £2.49 at Cadbury World.

Retail and consumer expert Jennifer Earle said: ‘Since Cadbury was taken over by [US firm] Kraft we’ve seen successive moves that demonstrate their entire motive for being is to maximise shareholder value. They show none of the delight for customers that was evident in its previous owners.’

A spokesman for Cadbury World said the attraction stands alone from the factory and operated as an independent business. He added: ‘We incur exactly the same distribution costs as other businesses.’