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In a Willy Wonka-esque move, Cadbury Ltd will open the doors of its inner sanctum to the public for the first time, all in the name of charity.
The Cadbury sensory chocolate development lab in Dunedin will open for VIP tours on May 7.
Staff came up with the idea of the special tour as part of the work they do with Cure Kids, an organisation established to seek an increase in the amount of research into life-threatening childhood illnesses, events co-ordinator Lee-Anne Anderson said.
"This is a one-off.
"It's not something we will do again."
However, rather than uncovering a golden ticket hidden in a chocolate bar, passes have been put up for auction on Trade Me.
With only 36 tickets available, four groups of 12 will be granted access to the lab before partaking in their own slice of inventing when they create their own chocolate to share with others.
Bidding starts at $40 for two tickets, with all proceeds going to Cure Kids.
Mrs Anderson called on chocoholics to get behind the event and help raise as much money for the charity as possible.