Nestlé and Formula 1® (F1®) have announced an exciting global partnership, making KitKat the Official Chocolate Bar of Formula 1. This multi-year collaboration represents Nestlé’s largest global brand partnership to date, underscoring its commitment to expanding reach and driving worldwide growth.
Bringing Breaks to the World’s Fastest Sport
Formula 1 boasts a fanbase of approximately 700 million globally, with a growing appeal among younger, diverse audiences and a highly engaging digital ecosystem. Through this partnership, KitKat aims to spread its signature message, “Have a Break, Have a KitKat,” inviting fans to pause and enjoy the moment amid the high-speed action of F1.
A Season of Breaks and Surprises
The collaboration will kick off in 2025, celebrating KitKat’s 90th anniversary and F1’s 75th. Expanding into 2026, the partnership will bring special fan experiences to Grands Prix worldwide, including consumer promotions, exclusive prizes like tickets and merchandise, interactive fan zones, trackside branding, and light-hearted digital content.
Uniting Global Icons for a Shared Experience
This partnership merges the excitement of motorsport with KitKat’s lighthearted appeal, creating a shared experience for fans around the world.
“Formula 1 is a global phenomenon with a fast-growing, diverse fanbase,” said Bernard Meunier, Head of Strategic Business Units, Marketing, and Sales at Nestlé. “F1’s global reach and packed calendar provide KitKat with the ideal platform to remind fans everywhere to take a break. We’re thrilled to bring our playful spirit to this dynamic sport and deliver unforgettable experiences to fans.”
Emily Prazer, Chief Commercial Officer at Formula 1, added, “We’re excited to welcome KitKat, a globally recognized and fun brand, to the F1 family. We look forward to the unique experiences they’ll bring to our fans at the track and to introducing new audiences to the excitement of Formula 1.”
