The company, owner of the Kit Kat, Toffee Crisp and Smarties brands, is launching an attraction called The Nestle Rowntree All Stars Active Zone in the run-up to the Easter break. The area features four interactive zones, each associated with a Nestle confectionery brand.
It represents a significant step for the company, which hasn't experimented with a physical presence of this kind before. It also reinforces Bluewater's appeal to brand manufacturers, following similar initiatives with companies such as Wall's Ice Cream.
The Nestle Zone comprises a Rowntrees Garden, where children can play and explore caves; the Smarties Zone, designed to test kids' agility through a series of puzzles; the All Stars Zone, allowing youngsters to perform dance routines and produce songs; and the Milkybar Zone, where children can help the Milkybar Kid deliver chocolate around the world.