KitKat has been named the Official Chocolate Bar of Formula 1 Car Racing.
Nestle and Formula 1 (F1) have officially entered into a significant global partnership, designating KitKat as the Official Chocolate Bar of Formula 1. This multi-year collaboration represents Nestlé’s most extensive brand partnership, reflecting its strategic ambition to broaden its audience reach and enhance global growth.
With an estimated global fanbase of 700 million, Formula 1 is increasingly popular, especially among younger and more diverse audiences. The sport also benefits from a comprehensive digital ecosystem. Through this partnership, KitKat aims to spread its iconic message, “Have a Break, Have a KitKat,” to a broader audience, encouraging people to take a moment to pause.
The collaboration is set to officially launch during the 2025 season, coinciding with the 90th anniversary of KitKat and the 75th anniversary of Formula 1. It will then expand globally throughout 2026. Formula 1 enthusiasts can look forward to various consumer activations, promotional prizes—such as tickets and merchandise—and immersive fan zones at select Grands Prix. Additionally, there will be trackside branding and fun, engaging content.
This partnership innovatively brings together two large global fanbases, blending the excitement of motorsport with KitKat’s renowned sense of humor and tradition of sharing breaks.
“Formula 1 has become a global phenomenon, attracting a rapidly growing and diverse fanbase, particularly among younger adults,” stated Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé. “With its worldwide reach and packed schedule, F1 provides KitKat with the ideal platform to encourage everyone to take a break. We are excited to infuse our signature sense of fun into this exhilarating sport and to create unforgettable experiences for fans across the globe.”
Emily Prazer, the Chief Commercial Officer at Formula 1, stated, “We are thrilled to welcome KitKat, a globally recognized and enjoyable brand, as our partner. They are universally loved, and we look forward to the fantastic experiences they will bring to our fans at the track and the new audiences they will introduce to the sport.”
Formula One, or Formula 1 or F1, is the premier international racing series for open-wheel single-seater formula racing cars, sanctioned by the Fédération Internationale de l’Automobile.
Source: KitKat
CitiTimes 