Cadbury World has benefited from a huge surge in visitors since the Kraft takeover hit the headlines, the Express & Star can reveal.

Visitor numbers last year were the highest on record, with 570,000 people passing through the doors of the tourist attraction in Bournville.

However, this January numbers were up even further – five per cent higher than the same month last year. Bosses at Cadbury World believe the public are worried the attraction could shut down.

The fears come in the wake of Cadbury’s new owners Kraft announcing the closure of the Somerdale factory, near Bristol.

However, they today assured the public that Cadbury World has a bright future and is going from strength to strength.

Tony Bilsborough, head of external communications for Cadbury in the UK, said: “People mistakenly believe that Cadbury World is going to close down and want to come here before it closes its doors.

“However, nothing could be further from the truth.

“Kraft is committed to Bournville and Cadbury World and people should not worry about its future.”

Cadbury World opened in August 1990 on the Bournville manufacturing site and has expanded and developed over the last 20 years.

It tells the story of the history of chocolate and the Cadbury company through static sets, animatronics, video presentations, multi-sensory cinema, interactive displays and activities and staff demonstrations.

Kraft bosses were in Birmingham yesterday to talk about the future of the company.

A £30 million investment at Cadbury’s Bournville plant will be spent on improving production of Easter eggs and chocolates including Roses. Kraft announced it will continue the multi-million investment that Cadbury had planned for the site.