Located in the Cloud Cuckoo Land area of Alton Towers, Charlie and the Chocolate Factory: The Ride is based on the famous stories by Roald Dahl. The ride is actually an extensively rethemed version of Toyland Tours, a boat ride which originally opened in 1994. Additional pre- and post-show sections have been added to help tell the story of Charlie Bucket's visit to Willy Wonka's Chocolate Factory.

The pre-show is an animated video featuring Willy Wonka himelf, who sets the scene for the rest of the ride. As in the book, riders have won the chance to tour the chocolate factory, along with hero Charlie and a gaggle of misbehaving children.

When the movie ends, guests board a boat for a short trip on a "chocolate river" past a number of iconic scenes from the books. After disembarking and watching another short video, they are sent into one of two "Great Glass Elevators" which simulate an aerial ride over the factory. A shaking floor and screens on every wall help immerse guests in the experience.