Nestlé and Formula 1 (F1) have entered a landmark partnership, designating KitKat as the official chocolate bar of F1 in a multi-year collaboration. This deal, Nestlé’s largest global brand partnership to date, blends the iconic “Have a Break, Have a KitKat” message with the high-energy excitement of F1, inviting fans to pause and enjoy amidst the thrill of racing.

Set to debut in the 2025 F1 season, the partnership aligns with two milestone anniversaries—KitKat’s 90th and F1’s 75th—uniting two globally beloved brands. By 2026, KitKat’s presence will expand across F1 circuits worldwide, offering fans immersive experiences through consumer activations, prizes, fan zones at select Grands Prix, trackside branding, and lighthearted content.

Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé, highlighted F1’s international appeal, especially among younger audiences, as the perfect stage for KitKat’s brand. “We’re thrilled to bring our signature sense of fun to this thrilling sport and create memorable experiences for fans around the world,” he said.

Echoing this excitement, Emily Prazer, Chief Commercial Officer at F1, shared, “We’re delighted to welcome a universally recognized and fun brand like KitKat as a partner. We look forward to the fantastic experiences they’ll bring to our fans at the track and to new audiences they’ll introduce to the sport.”

This partnership promises to merge the fan communities of both brands, combining the fast-paced world of F1 with KitKat’s lighthearted charm.

Author: Sonali Kamble