Singapore – Nestlé has kicked off the first full season of KitKat as the Official Chocolate Partner of Formula 1, marking a major global activation for the brand during the 2026 racing calendar.
KitKat will feature across 12 Formula 1 races in Nestlé’s key markets, beginning with the Formula 1 Qatar Airways Australian Grand Prix 2026 from 6 to 8 March.
The partnership extends beyond trackside presence, with 360-degree fan engagement spanning social media activations, in-store promotions, exclusive merchandise, prize campaigns, and limited-edition products designed to connect with Formula 1’s fast-growing, younger fan base.
In selected markets, KitKat will also appear on Netflix through targeted advertising during Drive to Survive.
Central to the collaboration is a global rollout of exclusive, Formula 1-inspired product innovation. This includes the first-ever moulded chocolate Formula 1 car, developed using Nestlé’s existing research and development and manufacturing capabilities.
Produced at the Nestlé San Sisto factory, the limited-edition product features a smooth milk chocolate shell with embedded crispy cereal and wafer pieces, and will be available from January 2026 in Australia and several European markets, including the UK, France, Italy, Austria, and Switzerland, before expanding globally in line with the Formula 1 calendar.
KitKat will also introduce a Formula 1 KitKat Chunky bar in European markets, created using Nestlé’s proprietary technology and featuring a distinctive marbled design inspired by the speed of Formula 1 cars. Additional products are expected to follow as the partnership develops.
“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,” said Liberato Milo, head of the Confectionery SBU at Nestlé.
The partnership was first launched during the 2025 season in Mexico and Brazil, marking the 90th anniversary of KitKat and Formula 1’s 75th.
In Australia and New Zealand, KitKat is also running a promotional campaign linked to the Formula 1 partnership, marking the collaboration with a new limited-edition product and a series of fan-focused activations
