In brief
- KitKat enters its first full season as the Official Chocolate Partner of Formula 1, activating across 12 global races with 360° fan engagement to reach fast growing F1 audiences.
- Global rollout of exclusive, F1 inspired product innovation - including the first ever molded chocolate F1 car and a marbled KitKat Chunky - produced using existing Nestlé R&D and manufacturing capabilities for efficient, scalable growth.
- Strengthens KitKat as a strategic global growth platform, building on strong early results from the 2025 pilot, enhancing brand relevance, and demonstrating Nestlé's disciplined investment behind iconic brands.
Nestlé is kicking off the first full season of KitKat as the official chocolate partner of Formula 1 in 2026, underscoring the company's commitment to investing in its most strategic growth platforms.
KitKat will feature at twelve F1 races in Nestlé's top markets during the 2026 season, starting with the FORMULA 1 QATAR AIRWAYS AUSTRALIAN GRAND PRIX 2026 (March 6-8). The partnership goes beyond trackside visibility, offering immersive fan experiences through social media engagement, exclusive merchandise, in-store activations, prize promotions and limited-edition products. KitKat will notably appear on Netflix, in some markets, with targeted ads during the series Drive to Survive and run social media activations - giving fans unique ways to engage with a sport that's rapidly gaining traction among younger generations.
Innovation at speed
To amplify this partnership, KitKat has also created a molded chocolate masterpiece in the shape of an F1 car - the first of its kind. Featuring a smooth milk chocolate shell with embedded crispy cereal and wafer pieces, the product was developed using Nestlé's R&D expertise in collaboration with the Nestlé San Sisto factory, where it is produced. Leveraging existing manufacturing capabilities, this limited edition showcases Nestlé's ability to scale innovation efficiently.
The KitKat Formula 1 chocolate car will be available from January 2026, first in Australia and several European countries including the UK, France, Italy, Austria and Switzerland before rolling out to the majority of KitKat markets throughout the year in alignment with the F1 calendar. Sizes include 29g for individual consumption and 11g for sharing.
A second product, the F1 KitKat Chunky, will also hit shelves in European markets. Created using Nestlé's proprietary technology, this new bar features a distinctive marbling effect inspired by the speed of F1 cars, responding to growing consumer demand for multisensory experiences. Additional products will be introduced as the partnership evolves.
Liberato Milo, Head of the Confectionery SBU at Nestlé, said: "Our partnership with Formula 1 demonstrates how we are investing at scale behind our most iconic brands. By combining product innovation with strong consumer engagement, we set KitKat apart from the competition. We are excited to bring the 'Have a Break, Have a KitKat' message to F1 fans worldwide, building on the positive results we have already seen in Latin America, where we kicked off the F1 partnership last year."
Launched during the 2025 season to mark the 90th anniversary of KitKat and Formula 1's 75th, the partnership debuted in Mexico and Brazil, with further activations in Ecuador. Early findings show that the collaboration helped strengthen the image of KitKat as a modern, global brand and deepened its connection with the fast growing F1 fan community.
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