Nestlé and Formula 1® (F1®) have unveiled a groundbreaking multi-year partnership, with KitKat becoming the Official Chocolate Bar of Formula 1. This marks Nestlé’s largest global brand collaboration to date, elevating the iconic chocolate brand to new heights on the international stage.
The partnership will bring KitKat’s signature “Have a Break, Have a KitKat®” message to the fast-paced world of F1, promoting the importance of taking a pause, even in the high-speed environment of motorsport. F1 fans and KitKat lovers can expect a season full of surprises, blending the excitement of racing with KitKat’s playful, break-oriented branding.
The official launch is set for the 2025 F1 season, coinciding with the 90th anniversary of KitKat and the 75th anniversary of Formula 1. The partnership will extend through 2026 and will feature fan activations, promotional prizes, trackside branding, and immersive experiences at select Grands Prix. Fans will also enjoy a variety of engaging and humorous content as part of the collaboration.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” said Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé. “With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”
Emily Prazer, Chief Commercial Officer at Formula 1, said: “We’re delighted to have such a universally recognised and fun brand as KitKat joining us as a partner. They’re universally loved and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”
