Cadbury World in Birmingham will open the new Bourneville Experience to the public on 10 October.

The £200,000, fully-interactive exhibit will illustrate how the chocolate company and nearby factory village of Bournville developed in accordance with the philanthropic Quaker principles of its founding father John Cadbury his and sons George and Richard Cadbury.

Visitors will be able to create an imaginary, computer-generated town based on the founder’s values, and design new packaging for Cadbury’s Flake and Milk Tray chocolate products.

It will also feature a virtual reality conversation between George Cadbury and the chief executive of Cadbury Schweppes, Todd Stitzer.

A display will showcase historical artefacts, some which have never been seen public before, including the original pestle and mortar used by founder John Cadbury to grind cocoa beans at his first shop in Bull Street, Birmingham, as well as a list of guidelines, called the Suggested Rules of Health, aimed at encouraging the village residents to maintain healthier lifestyles.

Gerrard Baldwin, Cabdury World’s general manager, said: “We are dedicated to make our attractions informative as well as enjoyable, and the Bournville Experience will help us do that.

“It is interesting to see how many of the concerns about 21st century life existed in the brothers’ minds over 100 years ago.”

The Bournville Experience is the third new attraction at Cadbury World in the past two years, following on from Essence and Purple Planet.