KitKat has signed a global partnership with Formula 1, becoming the sport’s official chocolate bar from the 2026 season, as the Nestlé-owned brand looks to tap into motorsport’s rapidly expanding international audience. The collaboration will be marked by the launch of a limited-edition Formula 1 car shaped chocolate, scheduled to debut in January 2026, ahead of the new racing calendar.
The partnership places KitKat within Formula 1’s worldwide ecosystem at a time when the sport is seeing strong growth across younger demographics and new markets. Formula 1’s global fanbase has crossed 750 million, with digital engagement and entertainment-led formats driving renewed interest beyond traditional race followers. KitKat’s entry into the sport reflects a broader strategy to align with high-energy, culturally relevant platforms while reinforcing its long-standing “take a break” positioning.
At the centre of the launch is a newly designed chocolate product moulded in the shape of a Formula 1 car. The confection features a milk chocolate exterior, a smooth cream filling, and crisp cereal inclusions, offering a texture-led experience that mirrors KitKat’s core product identity. The chocolate has been developed at Nestlé’s confectionery research and development centre in York, United Kingdom, which supports innovation across the company’s global chocolate portfolio.
The Formula 1 chocolate car will initially be released in the United Kingdom and Ireland in mid-January 2026. It will be available in a 29-gram single bar and a multipack format comprising five smaller units, allowing both impulse and sharing occasions. Wider market rollouts are expected to follow as the season progresses.
Beyond product innovation, the partnership includes a comprehensive marketing and fan engagement plan. KitKat will activate across retail, digital platforms, and select Formula 1 events, with promotions, exclusive merchandise, and interactive campaigns designed to deepen consumer participation. The brand also plans targeted visibility around Formula 1 content consumed by younger audiences, including entertainment-led programming.
For Nestlé, the collaboration strengthens KitKat’s global relevance by blending sport, entertainment, and everyday indulgence. As Formula 1 continues to broaden its cultural footprint, the partnership positions KitKat to connect with fans during moments of excitement while reinforcing its presence in a competitive global confectionery market.
