A Landmark Partnership Between Nestlé and Formula 1®
Nestlé and Formula 1® (F1®) have announced an exciting new collaboration, making KitKat the Official Chocolate Bar of Formula 1. This marks the largest global brand partnership for Nestlé and is a significant milestone for KitKat, one of the world’s most iconic chocolate bars. The partnership combines the fast-paced world of motorsport with the playful and fun spirit of KitKat, bringing a fresh energy to the sport and reminding fans everywhere to “Have a Break, Have a KitKat®.”
Bringing “Have a Break” to the Fast Lane
With its well-known tagline “Have a Break, Have a KitKat®,” the brand will now share its signature message within the thrilling environment of Formula 1. KitKat will emphasize the importance of taking a break—even in a high-energy setting like motorsport. Whether it’s during a pit stop or a quick pause in the action, KitKat will remind fans and drivers alike that it’s okay to take a moment to recharge.
This partnership will introduce a new, fun dynamic to Formula 1, seamlessly blending the world of high-speed racing with the lighthearted nature of KitKat. Fans attending F1 events will experience a unique fusion of motorsport excitement and the joy of enjoying a chocolate break.
A Season Full of Breaks and Surprises
The collaboration will officially launch in 2025, marking a special year for both KitKat and Formula 1. The year will celebrate KitKat’s 90th anniversary and Formula 1’s 75th anniversary, making it a fitting time to unite these two beloved brands. The partnership will continue to grow throughout 2026, with an exciting array of fan activations, consumer prizes, and immersive fan zones set to be featured at select Grands Prix. Trackside branding and engaging, cheerful content will be part of the experience, ensuring fans are entertained throughout the racing season.
The partnership will bring KitKat’s playful sense of humor to the Formula 1 audience, with a series of promotional campaigns and activations designed to excite fans of all ages. These experiences will enhance the overall fan experience at Formula 1 events and beyond, ensuring that KitKat’s light-hearted approach to breaks is felt across the globe.
Uniting Two Global Icons for a Shared Experience
This collaboration brings together two powerful global fanbases in a way that has never been seen before. Formula 1, with its fast-paced, high-energy races, and KitKat, with its approachable and fun image, will combine their strengths to create memorable experiences for fans worldwide. The partnership allows both brands to connect with existing fans while reaching new audiences.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” said Bernard Meunier, Head of Strategic Business Units, Marketing and Sales at Nestlé. Formula 1, with its global presence and nonstop energy, provides KitKat with the ideal stage to encourage everyone to pause for a break. We’re thrilled to bring our signature sense of fun to this exhilarating sport and craft unforgettable moments for fans worldwide.
Emily Prazer, Chief Commercial Officer at Formula 1, added, “We’re thrilled to welcome KitKat, a universally recognised and loved brand, to the Formula 1 family. Their partnership will bring fantastic experiences to our fans at the track and help introduce the sport to even more new audiences.”
Looking Ahead to an Exciting Future Together
This partnership sets the stage for a dynamic and exciting future between KitKat and Formula 1. As they combine their unique strengths and fanbases, the collaboration is sure to bring new energy to the sport and the chocolate brand. Fans can look forward to new ways to enjoy both KitKat and Formula 1, including exclusive experiences, limited-edition products, and more. Together, KitKat and Formula 1 are redefining what it means to take a break, even in the fastest sport on Earth.