KitKat has taken pole position ahead of the 2026 motorsport season with the launch of a new Formula 1-inspired chocolate car and the debut of its global partnership with Formula 1.
Following our story on Whoop’s new partnership with the sport, it is clearly expanding its reach in the commercial sector.
This partnership sees KitKat confirmed as the official chocolate bar of Formula 1, marking one of the confectionery sector’s most high-profile global sports tie-ups. To celebrate, the brand is introducing a chocolate product shaped like a Formula 1 racing car – a first for KitKat and a statement of intent as the partnership gets underway in alignment with the F1 calendar.
Louise Barrett, Head of the Nestlé Research and Development Centre for Confectionery in York, said the project reflected the same attention to detail that underpins success on the racetrack.
“The R&D Centre in York is a global hub for innovation in confectionery, where pioneering ideas are transformed into reality,” she said. “Just as Formula 1 teams apply meticulous precision to every design detail, our KitKat teams have worked tirelessly on elevating even the tiniest design elements, drawing on their deep expertise in product development and moulding, to engineer this miniature replica of a Formula 1 car for consumers to enjoy on their next break.”
The product will be available from this month, with the partnership activating across the season at selected Formula 1 races in Nestlé’s key global markets. Trackside branding will also play a role.
In addition, though, KitKat plans to deliver immersive experiences through social media, exclusive merchandise, in-store activations, prize promotions and a pipeline of innovative, limited-edition products. The brand will also feature in targeted advertising linking to Drive to Survive, tapping into the Netflix series’ proven ability to bring new and younger audiences into the sport.
Scott Coles, Managing Director for Nestlé Confectionery UK & Ireland, said the partnership was a natural fit between two brands built on moments of intensity and release.
“Crafted in the iconic shape of a Formula 1 car and inspired by the thrill of both Formula 1 and the KitKat break, this treat has been made for fans who crave excitement both on and off the track,” he said.
“We want to bring exhilarating F1 breaks to everyone. KitKat’s always been about those feel-good breaks and now, much like those crucial pit stops during any F1 race, we want KitKat fans to hit that pause button, making it even easier to disconnect and re-charge.
“Combining product innovation with strong consumer engagement is what sets KitKat apart from the competition and we can’t wait to share what’s next for the UK & Ireland in 2026.”
The KitKat Formula 1 chocolate car will be available in Ireland from mid-January, with a 29g single bar and a multipack of five 11g bars rolling out nationwide. Further announcements around activations and local market initiatives are expected as the 2026 season approaches, with Nestlé encouraging fans to “watch this space” as the partnership gathers pace.
Image Credit: Kit Kat
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