Located a few kilometres outside of Benidorm is the picturesque town of Villa Joyosa, where you will find the much photographed multi-coloured houses. But it is also home of VALOR, Spain´s oldest and best selling chocolate brand, which have been churning out bars since 1881.

Valor was and still is a family business - now run and managed by 4th and 5th generation offspring of the founder. The factory employs over 200 staff, increasing that number considerably over the run up to the busy Christmas period. The factory churns out 65,000kg of chocolate daily - and between the months of August to November, production swells to 100,000 kg per day! In addition to being Spain´s best selling brand, Valor chocolate is exported to 25 different countries.

You can go on a free tour of the museum and factory, which is open Monday to Saturday - closed on Sunday and Bank Holidays. During the week it is open between 10:00am and 1:00pm and then again from 5:00pm until 7:00pm - on Saturdays, mornings only. The tours take place every hour on the hour - no need to book, just turn up at the entrance and the guide will come out and collect everyone.

English language tours take place at 11am and 4pm on weekdays and at 11am on Saturday, but most of the guides speak English if you can’t make those times. You can take the tram direct from Benidorm, which stops virtually outside - fare is €1.35 and get off at "Creueta" station.

First you are shown a 15 minute film about the history of chocolate and the cocoa bean and after you are taken to the museum - set in a typical 19th century finca. Valor have been producing chocolate for over 125 years and in the museum you will be able to see some really interesting photos, memorabilia plus antique equipment and machinery used in years gone by.

The tour guide will tell you all about the cocoa beans used - Valor import them from Ecuador, Panama and Ghana and roast and blend them on the premises... you will be able to smell the aroma. I was very surprised to learn that my favourite, white chocolate doesn´t actually contain any cocoa beans - only milk, cocoa butter and sugar (however, it hasn´t put me off!) You can take pictures throughout this part of the tour.

Next you are taken to the factory - but are told that at this stage you are not allowed to take any video or photos... must be a little bit like KFC and Colonel Sanders secret recipe - top secret! If you are hoping it will be like "Charlie and the Chocolate factory" with rivers of chocolate pouring out, then you will be disappointed I am afraid.

You are not allowed onto the factory floor itself but go up to a viewing gallery, behind a glass panel that overlooks the plant. All you really see are huge vats and conveyor belts with the moulds - but the smell is to die for and I would quite happily have just stayed there for the afternoon. You are also aware of how hot it is there, then when you walk through to the packing line at the other end there is a huge drop in temperature - as obviously the chocolate bars would melt.

Finally, the best bit - you go into the shop where you can taste some delicious Valor chocolate - they produce high quality serious adult chocolate It is an interesting tour that lasts an hour and definitely worth going to, although very young children may be left a little disappointed that it´s not Willy Wonka´s factory!