KitKat has signed on as the official chocolate bar of Formula 1 – and it’s celebrating in style.
Nestlé’s flagship brand is rolling out a KitKat moulded into the shape of an F1 car, leaning into the partnership with what it’s calling a “chocolate car” – see what they did there!
And they’ve gone big on the design.
“Just as Formula 1 teams apply meticulous precision to every design detail, our KitKat teams have worked tirelessly on elevating even the tiniest 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,” says Louise Barrett, head of the Nestlé Research and Development Centre for Confectionery in the UK.
KitKat will feature at key F1 races in Nestlé’s top markets during the 2026 season, and the collaboration goes beyond trackside visibility, delivering immersive fan experiences through social media engagement, exclusive merchandise, in-store activations, prize promotions, and limited-edition products.
“We want to bring exhilarating F1 breaks to everyone,” says Scott Coles, managing director for Nestlé Confectionery in the UK and Ireland. “KitKat’s always been about those feelgood 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.”
A new race for confectionery innovation
KitKat’s F1 debut underscores a broader shift in the confectionery industry, as brands look beyond traditional marketing to create deeper emotional connections and more immersive moments with consumers. The “chocolate car” isn’t just a novelty – it shows how manufacturers can fuse entertainment, sport, and play into product development, using partnerships to unlock fresh storytelling opportunities and premium limited‑edition formats.
For rivals, this raises expectations – collaborations that once lived solely in advertising are now increasingly expected to be reflected in the product itself.
As demand grows for collectability, customisation, and more immersive brand experiences, other confectionery makers may well follow KitKat’s lead – exploring bold moulds, co‑branded launches, and cross‑sector partnerships that elevate products from everyday treats to cultural touchpoints.
By entering Formula 1, KitKat is doing more than announcing a partnership – it’s highlighting a new direction for innovation within confectionery.
Other manufacturers may soon explore similar approaches as expectations around branded experiences continue to evolve.
