We love it there. Have taken the dcs twice at 5 and 2 and again at 7 and 3. But you will get mixed reviews here.
we arrive to do the main tour which is interactive enough to keep young ones happy if they don't take in the history of cadbury but also enough history to keep adults interested too.
then we have a picnic in the playground whilst the dcs play on the activity frames. But be aware there is little shade so if its hot you'll need hats and plenty of cream.
then we do the second exhibition and the childrens show, then face painting, more play on the frames before heading to the shop.
we've eaten in the restaurant too which we found to be good quality and good value for money. the dcs actually ate everything in their pick and choose packed lunch box. it was also a reasonable price.
the shop isn't very cheap - lots of expensive gift options but there is a "warehouse" bit where you can get the odd bargain or cheaper multipack of chocolate but this is dependant on the day really.
the playground isn't too far from the car park so there's no need to carry more than a bottle of water around.
be prepared to be sucked into the photo opportunities and buying the pictures too.
dds still remember last years trip and always ask to go back again.