KitKat becomes official chocolate partner of Formula 1

Switzerland: KitKat is hitting the accelerator. Nestlé is launching the first full season of KitKat as Formula 1’s official chocolate partner in 2026, betting big on one of the world’s fastest-growing sports and one of its own most iconic brands.

From Melbourne to Monza, KitKat will feature at 12 grands prix across Nestlé’s priority markets, starting with the Formula 1 Qatar Airways Australian Grand Prix on March 6–8. Trackside branding is just the start. The deal stretches into social media, Netflix tie-ins around Drive to Survive in selected markets, limited-edition products, exclusive merchandise, in-store theatre and prize promotions—designed to pull younger fans deeper into the sport.

The brand is also pushing product innovation at full throttle. A limited-edition KitKat Formula 1 chocolate car—claimed as the first of its kind—has been developed using Nestlé’s R&D expertise and will be produced at the San Sisto factory. The moulded car features a smooth milk-chocolate shell packed with crispy cereal and wafer pieces, built using existing manufacturing lines to allow rapid scaling.

The chocolate car goes on sale from January 2026, launching in Australia and several European markets including the UK, France, Italy, Austria and Switzerland, before rolling out globally in step with the F1 calendar. It will come in 29g single bars and 11g sharing formats. A second product, the F1 KitKat Chunky, will debut in Europe, using Nestlé’s proprietary technology to create a marbled finish inspired by the blur of racing cars. More launches are promised as the partnership evolves.

“Our partnership with Formula 1 shows how we are investing at scale behind our most iconic brands,” said Liberato Milo, head of the confectionery sbu at Nestlé. “By combining product innovation with strong consumer engagement, we are setting KitKat apart. We are excited to bring the ‘Have a Break, Have a KitKat’ message to F1 fans worldwide.”

The collaboration first revved up during the 2025 season, marking KitKat’s 90th anniversary and Formula 1’s 75th, with activations in Mexico, Brazil and Ecuador. Early results point to a sharper, more modern brand image and a stronger bond with Formula 1’s fast-growing fan base.

In 2026, KitKat is not just taking a break—it is racing for pole position.