Insider Media Limited

The general manager of Bournville’s Cadbury World has told Insider that the tourist attraction has benefited from the Kraft takeover. Gerrard Baldwin, who is the site’s longest serving member of staff, said the growing popularity of the “staycation” has also contributed to the success of the attraction, which celebrates its 20th birthday this year.

Baldwin said: “In the early days of the Kraft takeover, we definitely benefited from the brand being in the press so much. People were curious because it was such a huge development, so they came to visit Cadbury World.”

US retail giant Kraft bought Cadbury in January this year for £12bn.

He added: “We saw an increase in the number of visitors coming to Cadbury World last year – more than 570,000. I think that was down to the idea of the 'staycation' becoming a popular alternative to going abroad.”

Baldwin said that he expected the visitor number for 2010 to be “similar to last year”.

Talking of the attraction’s 20 years "of success", Baldwin said the secret was the “continued evolution” of the chocolate world.

“If you have a good brand, a good product, and you offer good value for money, you will do well”, he said. “I think this year might be a little more difficult after such a successful year in 2009, but we have a three-year plan in motion, and have some exciting announcements planned for next year.”

Baldwin, who was employee by Cadbury World on the day its doors opened, said he expects the attraction to remain popular with visitors for years to come and there are no plans for Kraft to close the site.

“Over the next 20 years, I would love to see Bournville develop and become more of a holiday destination. Rather than just being the place you visit for a day, it would be great to encourage more tourist attractions to the area, and have people staying for a few days at a time.”

Cadbury World was opened in 1990, at a cost of £6m. In 2008, prior to the Kraft takeover, Cadbury posted annual revenues of £5.4bn.