Nestlé's KitKat has become the official chocolate bar of Formula 1 through a multi-year partnership announced in early 2025. The collaboration culminates in the debut of the world's first KitKat Formula 1 Chocolate Car, a limited-edition treat shaped like a racecar. This product aims to blend motorsport excitement with the brand's 'Have a Break' message.
The partnership between Nestlé's KitKat and Formula 1 emphasizes themes of precision, quick recharges, and well-deserved breaks, akin to a pit stop in a Grand Prix. It includes trackside branding at select races, social media campaigns, exclusive merchandise, in-store activations, prize promotions, and appearances in the Netflix series “Drive to Survive.”
The KitKat Formula 1 Chocolate Car is a 29g single bar designed as a miniature replica of a modern F1 racecar. It features a smooth milk chocolate shell with a creamy filling, embedded crispy cereal pieces, and the signature wafer for crunch. The shape mimics the aerodynamic lines of an F1 car while promoting portable indulgence during race weekends.
Launched in mid-January 2026, the product first appeared in the United Kingdom, Ireland, and Australia, with expansion planned for Italy, Malta, and Spain later in the year. It is available in single packs and multi-packs of five 11g bars, sold in supermarkets, convenience stores, and online. Pricing is expected to be around £1-2 per single in the UK, similar to other premium KitKat editions.
The timing aligns with the 2026 F1 season opener in Australia, where KitKat will offer on-site promotions and fan giveaways. As official sponsor, the brand will provide “break zones” at races in key markets and run digital contests for tickets and merchandise. Social media has generated buzz through Instagram reels encouraging fans to share the novelty.
Motorsport outlets and candy blogs have praised the tie-in for attracting younger audiences and boosting loyalty. With Formula 1 reaching over 1.5 billion viewers in 2025, this partnership highlights successful cross-industry collaborations.