Mondelez International, Inc. opened a new consumer research center within its existing Global Centre of Excellence for Chocolate Research and Development, located in the Birmingham village of Bournville.

Mondelez said it invested £3.3 million ($4.5 million) in the 8,675-square-foot facility, which will include room for more than 50 chocolate tasters that the company said will shape the future of product development for its many brands, including Cadbury, Toblerone and Milka.

The chocolate tasters will provide feedback on taste, texture and aroma for the company’s products, Mondelez said.

The facility also is home to dedicated spaces for consumer research, where focus groups, in-depth studies and collaborative product creation will take place. The center also features augmented reality and high-tech development kitchens, which Mondelez said will allow it to experiment with new recipes.

“The opening of our brand-new consumer research center demonstrates our ongoing commitment to world-class innovation,” said Louise Stigant, senior vice president and managing director for UK&I at Mondelez International UK. “Bournville is our Global Centre of Excellence for Chocolate Research and Development, and we are hugely excited with this new addition. By bringing together cutting-edge technology, sensory expertise and real consumer insights, the facility will ensure that we can continue adapting to evolving consumer trends and expanding choices for consumers, as well as enable us to continue to innovate and lead the future of snacking.”